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What is Branding?: Elle McPherson Gives Us an Insiders View
© Cheryl Hodgson 2009 | Posted on May 26, 2009
Who said intellectual property was not sexy?!!
At the recent International Trademark Conference in Seattle, Washington, May 2009, Elle McPherson spoke to several thousand trademark attorneys and brand owners about how to create a great brand. Branding is an integral part of our world now, bombarding us in every type of media format we are faced with on a daily basis. In order to create a great brand, you first have to have a vision. Elle Mcpherson had this vision, and next year that vision is expanding into more than 20 new countries worldwide.
Branding entails developing a name or slogan behind a person or product. Branding not only entails picking a name and registering it as a trademark, it involves registering and developing that brand on an international level. Moreover, a federally registered trademark is not the end. Branding includes protecting and enforcing that name so that it does not become diluted, it remains strong and continues to represent the product or services you are providing to consumers.
Elle McPherson created “Elle McPherson Intimates” as a lingerie brand to align her face and image behind. This “brand” began in her native Australia, and over the course of time, has expanded into other Anglo countries such as the U.S. and the U.K. If this were not challenging enough, Elle is taking her brand worldwide by launching next year into over 20 countries. This feat will inevitably mean gaining registrations for her initial Aussie international trademark registration in each of the countries Elle launches in. Once registered in each country, Elle will have to enforce her brand to make sure that the name is not infringed in cyberspace, nor allow copies of the product to be pirated and pushed through customs.
Everyone at INTA 2009 appreciated Elle taking the time to highlight the importance of branding, and Los Angeles Trademark Lawyers Hodgson Law, wish her the best of luck in all her future endeavors.
Technorati Tags: Australia, Branding, cybercrime, Elle, Elle McPherson, enforcement, Intellectual Property, trademark
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