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Brand and mark development as a construction process
Luenstroth Brand Advisors develop brands, which one is noting and gladly carrying with himself: in the head or in the bag. In dependence on selected mark architecture these marks terms or organization systems are not always classically protectable words or pictures, which the law understands by marks.
Depending upon setting of tasks they can be postulates, slogans or simply noticing anchors, which bring worth to the image of the mark or the enterprise.
Depending upon the targets the Lünstroth advisors develop complete mark families or range brands correlated to the strongest core of brand value.
No development is like the other.
A schematic development of a brand can not be sucessful.
The traditional way of mark development with resort to old langurage trunks (Latin/Greek) or the proven syllable generators leads to vocal-rich names, which fulfill all requirements to the symmetry of typeface and word sound, memory and impact strength but may be strange for the eyes and ears of the target groups for many years. (This feeling can be also desired and intended; then this conventional approach is correct.)
Under economic aspects it can be however more meaningful, to develop
marks with a familiar reliable seeming. This concerns particularly ranges
far from technology. In this field completely different development rules
exist than in innovativedriven market fields.
Legal certainty
Despite the adjustments within the last years still worlds hit one on
the other within the range of the trademark law on international level.
One does not even have to look to China; already in anglo-saxon countries
trademark laws straight in the starting phase of the new developments
are different than in Central Europe and East Asian culture areas. The
right positivism of Europe stands against the anglo-saxon putting into
use. This fact is well-known in international law offices; but the constellation
is considered all too rarely directly during the mark development process,
so that in the evaluation process many promising mark candidates already
fail for reasons of a planned world-wide employment of the mark. (And
which mark is visible only on the homeland market in times of world-wide
InterNet availability?)
Not only word or picture marks!
Regarding to trademark protection, many decision makers only use to think of word or picture marks or a combination of both. Certainly this is still the obvious way to protect goods and services from imitators. (Whereby it is amazing again and again that in the large majority of all cases combined word picture marks are announced, although their protected area is substantially smaller in opposite to separated word or picture marks.)
In the total constellation of communication the restriction is not compelling on word and picture components. A detailed analysis of the protectable assets in mind, it can be favourable to register a sounding or a smell mark. For example the typical sound of a certain engine and/or its exhaust system is protectionable (if it is not technically conditioned). Or pneumatic hissing of a machine, whose noise is characteristic of this design. Supporting for enterprise brands: the audiologo.
Generally valid: Far going conception to the trademark protection can avoid cost intensive legal arguments in front of international courts effectively - all possibilities should be used.
The better the development the lower the advertising expenditures
In the context of the mark development always the expenditure for the later penetration of the market should be considered. An unknown mark is not a mark, but only a patent right without economic relevance. Of course it is possible to penetrate weak marks at appropriate expenditure. But under achievement criteria a strong mark usually should be preferred.
For Lünstroth advisors mark development therefore is a complex process, that is much more than the development of pictures and words. The later cost-ideal communication barness is always considered.
