three-dimensional mark

Marketing through architectural brand – Museum Katowice

Marketing through architectural brand – Museum Katowice

A uniquely designed building often has a particular architectural attraction, even charisma. It can represent a specific organisation or company in a way other marketing tools cannot and can contribute significantly to their image. Despite this, and the relatively little effort involved in using architecture in this way, such opportunities are still infrequently taken advantage of. Business owners and managers are encouraged to consider in this brand blog the conditions under which such architecture could be secured as a marketing instrument and protected as a brand.

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Brand for ordinary product shape – Coca-Cola

Brand for ordinary product shape – Coca-Cola

Coca-Cola wanted to extend the protection of its well-known beverage bottle, protected as an EU trade mark, and applied for a simpler bottle shape. Can a three-dimensional shape be registered as an EU trade mark even if it has a common design?

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Bottle shape as a brand – Coca-Cola

Bottle shape as a brand – Coca-Cola

A variation of the famous protected Coca-Cola bottle was registered as a three-dimensional trade mark. Why was it possible for this shape of product be protected as a trade mark?

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Revocation of a brand for a product shape – GARDENA

Revocation of a brand for a product shape – GARDENA

A particularly attractive opportunity, economically, in terms of trademark law is the registration of a trade mark for a product shape. This was precisely the basis of protection for the well-known Gardena hose syringes and their particular coloured shape. However, over the course of time Gardena had changed the colours of this trademarked product. Was that damaging?

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