Sharon Givoni Consulting Intellectual Property, Packaging, Protecting ideas, Trade marks

Only a century ago, the attraction of consumer products was in their practical application. Soap, for example, was originally packaged in anonymous greyish bars and purchased by consumers purely for its cleaning attributes. Now, soap promises so much more – it exfoliates and softens, refreshes and revitalises (Norsca), doubles up as a “beauty aid” (Dove) and is “the natural way to beautiful looking skin” (Pears).

In addition to their selling power, brands can also be one of the most valuable assets that a company can own. And as this paper attempts to demonstrate, the way you market your brand can have a huge impact on the extent to which you can protect it from a legal perspective and stop others from riding on your hard-earned goodwill and reputation.

To find out how to choose a good brand for gifts and homewares click here.