INTRODUCTION:

Any sign which is visually distinguishable, and can help us differentiate that good or service from others, and help usidentify their commercial origin, is called a trademark. It comes under the umbrella of “industrial property,” which is again a category of intellectual property. Trademarks can be words, logos, shapes, colours, sounds, smells, etc. Even ancient civilizations had the concept of trademarks. For example, “potters marks” were used to indicate the artist of different vases in Ancient Rome & Ancient Greece. Trademarks are vital as they help us know important things about a certain product/service such as who made it (the manufacturer) and the quality of the same.

THE LITERATURE: DEFINITION AND PRINCIPLES OF A TRADEMARK

Trademarks have been defined in the second section of the Trade Marks Act, 1999, Section 2 clause 1, sub-clause (zb) defines trademark as a mark which is distinctive, recognizable and can be represented graphically1. It can be anything – the silhouette of a good, their wrapping, or an amalgamation of colours as in the case of Burberry. Trademarks play a critical role in identifying the source or origin of the good or service they are using. With respect to Chapter XII – except 107 – means that the mark shows a link between the products or services and the owner of the mark in the business context.2

Principles of Trade Mark Laws: the entire concept of trademarks is grounded on three primary principles.

1. “Distinctiveness,” or “distinct character,” or “distinguishing.”
2. Misleadingly comparation or near likeness of marks
3. Goods that have an analogous description or show likeness.

The trade mark law has some basic principles that have been shown under the preamble of the Act.

1. The owner of a registered mark gets a special right to use the TM, that can be a word or character that othersellers may need with respect to their genuine business or trade reasons. So, there should be some limits on the type of words or symbols that can get this special right. Section 9- “Absolute grounds for refusal ofregistration” talks about it.3
2. The registration of a trade mark should not stop other people from using names or words that are common. This principle is in “Section 13 and Section 35.4”
3. The property rights in a TM that come from using it are better than the rights that come from registering it. Thepreamble makes it clear by talking of “better protection of trade marks” which means that there is certain safeguards already enlisted under common law. So, the people who used the TM before have a right to be safeguarded under the distinct rights given under the law. This principle is in “Section 34”⁵

Two rights exist which take the need for most protection. Firstly, public interest. A trade mark should not beregistered if it will make the public confused. The second is the rights of other sellers who have the right to protest if the use of the TM as it will make the applicant’s products look like their products. These benefits aresafeguarded by Section 9 and Section 11.6

It is obvious that the public has an interest in the benefits of registration under the law, not just th e applicant whowants to register. So, willing to challenge the registering of the TM should be allowed to do so. The Act gives an opportunity for the application for the registration to be advertised and opposed by any interested party.⁷

IMPORTANCE OF TRADEMARKS: BENEFITS & RIGHTS OF TRADEMARK REGISTRATION

Section 28 of the Act talks about the rights that are granted to the owner of a trade-mark. Section 28 of the Act provides, in a nutshell, that⁸

• If you register a trade mark and it is valid, you have the right to use it for your products and can stop others from using it.
• You also get the right to obtain relief if someone infringes your trademark.
• If two or more people register trade marks that are the same or very similar, they don’t get the only right to use them just by registering them. They will also have to follow any conditions and limits on the register. They alsohave the same rights against other people who are not registered users and use the trade marks in a way that is allowed.

The importance of a trademark lies in the fact that it serves to provide a suggestion to the consumer or potential consumer about the producer or quality of the products. It also denotes the trade source or trade hands that the itemstransit through before they are sold in the market. A prospective buyer learns for himself whether the item he is about to purchase is something he has before encountered under the same title and as coming from a source that he is familiar with, or whether it is something that has originated from a source that is similar but not that exact source.

In a nutshell, a trademark is important in today’s market because of the following reasons:

• The product and its origin are revealed by it
• The product’s quality is assured by it
• The product is promoted by it
• The product’s image is created by it
• Your product’s image is also protected by it.

What is product image?

It is the way your product is perceived by the consumers and the public. It is influenced by factors such as your product’s name, logo, design, packaging, quality, and reputation. A trademark is the best legal way to protect your product’s image from being misused and copied.

Under Section 28, “a registered trademark owner has the exclusive right to use the trademark for the goods or services for which it is registered and to prevent others from using it without authorization.” A registered trademark also serves as prima facie evidence of its validity and ownership in case of any dispute or infringement.9

A trademark helps in advertising, and it also saves your product from competitive advertising.

• By creating a unique and memorable identity for your product or service, a trademark helps you to advertise it. It also helps you to convey your brand values, quality, and reputation to your prospective customers. Atrademark can also help customers to find you online. A trademark can also boost your brand value and goodwill, as it demonstrates that you are dedicated to protecting your intellectual property rights.¹⁰
• A trademark also protects your product from competitive advertising as others cannot use the identical or comparable marks for the identical or comparable products or services sans the consent of the owner of the trademark. This way, you can prevent confusion, deception, or dilution of your brand image in the market. Atrademark also gives you the legal right to take action against anyone who violates your mark and seek damages or injunctions.

This can be explained with the help of a case law:

“Britannia v. Unibic Biscuits India (2007)”11

When “Great Day” was introduced by Unibic India introduced a biscuit called “Great Day” it had a saying to go with it – “Why have a Good Day, When you can have a Great Day!” This was a form of comparative advertising to the very famous “Britannia Good Day biscuits” makes us reach to a conclusion that why settle for a “Good Day” biscuit, when we have a “Great Day” biscuit. It was claimed by Britannia that their registered trademark “Good Day” was violated,especially because of the slogan. 

The Hon’ble court ordered the offender to stop disparaging “Good Day biscuits” by exaggerating the facts and planting the idea in the minds of the customers that “Great Day biscuits” are somehow better than “Good day biscuits” without any scientific reasons. The Court considered three aspects while reviewing this case:

• the intention,
• the way the infomercial was shown, the story it presented
• and the implication that the public would receive

CONCLUSION:

Trademark usage is essential for creating a unique identity for products and services, promoting them effectively, and safeguarding their reputation. It also provides legal recourse against infringements and unauthorized use. The case of “Britannia v. Unibic Biscuits” India demonstrates how trademarks can protect brands from disparaging and misleadingadvertising practices.

Overall, trademarks are powerful tools for businesses to build their brands, gain consumer trust,and maintain a competitive edge in the market. Adhering to the trademark law framework in India allows for effectiveusage of trademarks and ensures a fair and competitive business environment. By understanding and harnessing the importance of trademarks, businesses can effectively safeguard their intellectual property and reinforce their position in the marketplace.

Author: Ananya Annapurna, final-year law student at Symbiosis Law School, Noida

1 Trademarks Act, 1999, § 2(1)(zb), No. 47, Acts of Parliament, 1999 (India)

2 Trademarks Act, 1999, No. 47, Acts of Parliament, 1999 (India)

3 Ibid, § 9

4 Ibid, § 13 and 35

5 Ibid § 34

6 Trademarks Act, 1999, § 9 and 11, No. 47, Acts of Parliament, 1999 (India)

7 Lord Atkin in “Shredded Wheat” (1940).

8 Trademarks Act, 1999, § 28, No. 47, Acts of Parliament, 1999 (India)

9 Chakraborty, R. (2009) ‘Growth of Intellectual Property Law and Trade Marks’, Social Science Research Network. doi:https://dx.doi.org/10.2139/ssrn.1335874.

10 Josh Gerben, Esq. (2022) Trademarks and advertising: What do you need to know?, Gerben Intellectual Property – Trademark Attorneys Trusted For Our Experience. Available at: https://www.gerbenlaw.com/blog/trademarks-and-advertising-what-do-you-need-to-know/(Accessed: 03 August 2023).

11 Britannia v. Unibic Biscuits India [2007] O.S. No. 10332 of 2007 (Bangalore City Civil Court).

Link to similar articles: https://jpassociates.co.in/geographical-indications/