About the Service

What is a Trademark?:

A trademark is simply a sign that serves to distinguish your business’ goods or services from those of other business’ goods or services, and prevents others from using names, words, slogans, logo’s etc which are the same as, or confusingly similar to, yours.

By registering your trademark, you obtain the exclusive rights to use your name, slogan or logo in your industry.

Common trademarks include the following:

  • Word Marks:
    • Company names;
    • Product names;
    • Slogans; and/or
  • Logo’s.

Our legendary trademark registration process:

Trademark registration is one of the most important aspects of intellectual property protection, and is a must for any newly formed business. Our trademark masterminds will assist with both the search and trademark registration, to give you peace of mind that your brand name, product name, slogan, or logo is properly protected through our legendary trademark registration process.

Once you checkout, a form will be sent to you requiring a little more information about your trademark so that we can correctly determine which class to register your trademark in!

1 Hour Response Time

Within 1 hour working hour of receiving your completed form, we will let you know of the most appropriate class. We’re pretty proud of our efficiency, so just give it a try…

Our Package and Payment Options:

On checkout, you have three main trademark registration package options to select between:

  • Name/Slogan;
  • Logo only; or
  • Word Mark and Logo combination.

What happens if your fall in more than one class of trademark?:

Once you’ve checked out, and have completed our quick Trademark Registration Questionnaire, if we determine that it would be in your interests to pursue a trademark registration in more than one class, we will let you know which additional classes would be ideal. For each additional class, we charge an extra:

  • R2,300.00 incl VAT if it is a name/slogan or logo only application;
  • R4,000.00 incl VAT if is a name/slogan and logo combination application

Don’t worry, you don’t have to register in more than one class if you do not have the cash flow to do so.

 Request a Free Trademark Basic Search, and we’ll respond within 1 working hour

If you would like to us to determine which class(es) your trademark falls into before you order this services, and conduct a free basic search, you can you can complete our free basic search form. We will then conduct the search, and will send you the search results within 1 working hour, advising you of the availability of the trademark, and the classes in which to register.

The Benefits of Trademark Registration:

First and foremost, a registered trademark is an asset of the company that owns such trademark, with the following benefits, amongst others:

  • The trademark may be pledged, for example, to a bank, in order for a loan to be granted to the trademark owner; and
  • In the case of a franchise, a trademark, amongst others, may be licensed out to the franchisee by the franchisor. For instance, franchises such as Steers will license their trademarks, which consists, at the very least, of their brand name, slogan, and logo to the franchisee, in order that the franchisee may use such trademarks when operating their Steers franchise business.

A registered trademark gains the protection afforded by the Trade Marks Act, which, among others, provides what is known as face value evidence of the validity of the trademark registration. This essentially means that the burden to prove that you are not entitled to the trademark, shall fall on any party accusing you of not being entitled to the use of such trademark.

This differs from unregistered trademarks, in that the burden to prove your valid use of the trademark, falls on you to procure such evidence.

The Trade Marks Act also provides for certain forms of relief, such as damages, interdicts and royalties, should another party infringe on your registered trademark.

Another such benefit which is not too often spoken about is, what we term, ‘keyword poaching’ on Google Adwords.

It has become a growing trend since the advent of the Google Adwords program, that companies seek to use the trademarked name of one or more of their competitors as a keyword in their Google adverts which appear at the top of Google search results.

For the sake of example, Seeff may look at using the keyword ‘Pam Golding’ in order for Seeff’s Google advert to appear at the top of search results when persons search ‘Pam Golding’ on Google. This may result in thousands of rands being lost by Pam Golding to Seeff due to Google users now utilising the services of Seeff, when, in fact, they initially searched to the term ‘Pam Golding’.

In the above example, Google’s internal dispute procedures will not entertain the removal of the offending keyword/s from Seeff’s Google Adwords account unless, and only if, Pam Golding can produce a valid trademark registration certificate.

As the owner of a registered trademark, you may submit such a trademark to the Trademark Clearinghouse, with the benefit that, should any person, other than yourself as the trademark owner, attempt to register a gTLD internet domain name (Just a fancy term for certain types of internet URL’s) which matches your trademark, you as the trademark owner will be notified of the attempted domain registration, in order that you may oppose such registration, and have the domain name transferred to you.

Trademarks are an essential component of protecting the rights of startup, and having a better understanding of their importance, will place startup founders in a far more informed position as to best to get your business off the ground in a legally sound and protective manner.

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