Lessons From The UGG Boot: Why Protecting Your (Global) Brand Is Paramount

Sharon Givoni Consulting Retail and fashion Law

A little-known fact that most business owners aren’t aware of is that just because a word is a cultural icon, this does not mean they are free for public use as a trade mark. In Australia alone, there have been many cases of iconic words or sayings that have been registered as trade marks, which prevents other traders from using them for their brand. This article looks at the specific case of UGG boots and the trade mark battles that have waged around such a simple word. It also considers the importance of overseas trade mark protection to prevent matters from getting UGG-ly.