Nike Toronto
What Are The Affects of Slogans On Brand Building?
Stepping a bit away from the already mentioned McWitchhunt (it’s when McDonalds sues anyone in the food business who has a name starting with Mc), lets take a closer look at such things as slogans and short phrases, and the legal stuff concerning this things.
Slogan is one of the most important instruments in marketing. It is wrong to think that the main battlefield of marketing companies is the advertising, commercials or big boards, actually these people fight for our brains. When you come into a shop and see 20 types of toothpaste you will definitely choose the one you know. You won’t spent time on reading the packages and comparing the products. So the one that you buy will be the one with the most memorable advertising or slogan, the one that is in your brain.
If we take some standard rules on slogan generation used in marketing. The slogan must be short and memorable. It must be easy to read and understand. The phrase must have a generally positive meaning, so lot’s of existing phrases are just not suitable for creating a positive advertising. What has positive meaning for you can have negative meaning for someone else.
The legal side of the slogan and short phrase is not so complicated; it is the intellectual property that has some significance. First of all they are considered "de minimis," or too small to qualify for copyright. However, if the phrase is used in connection with a product or service, you may be able to protect it and most important federally register it under trademark law. Trademark lawyers and lawyers can assist in the details of a trademark. After this, the rights you acquire under trademark law would allow you only to stop others from using it on competing services or products. Just like the Mc in food business, that was mentioned above. Nevertheless there were few cases when the movie companies have stopped the use of phrases like "Me Tarzan, You Jane," or "E.T. Phone Home" on merchandise. So basically you can’t register a slogan or a short phrase unless it is used in conjunction with a product or service
Probably the best slogan in the world is Nikes’ famous Just Do It. It was invented in 1988 by Dan Wieden the co-founder of the Wieden+Kennedy advertising agency. Apart from the fact that it is genius, it is still used as the slogan for Nike. Lots of artists played on the slogan and a Dutch pop singer Kim-Lian even released an album with such name, still no one was sued. Maybe it is because the slogan is so associated with Nike, that it will be impossible to use it with any other product. In case of intellectual property it is better to spent more money on creating a strong memorable and unique brand, than spend money on protecting a decent slogan from being copied by competitor companies.
About the Author
For more information regarding Intellectual Property Lawyers, Copy right lawyers, Toronto Lawyer and Attorney please visit: www.lawyerahead.ca
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