APPENDIX I I Classification

• Goods o Class 1

Chemicals used in industry, science and photography, as well as in agriculture, horticulture and forestry; unprocessed artificial resins, unprocessed plastics; manures; fire extinguishing compositions; tempering and soldering prepara­ tions; chemical substances for preserving foodstuffs; tanning substances; adhesives used in industry. o Class 2

Paints, varnishes, lacquers; preservatives against rust and against deterioration of wood; colorants; mordants; raw natural resins; metals in foil and powder form for painters, decorators, printers and arts. o Class 3

Bleaching preparations and other substances for laundry use; cleaning, polishing, scouring and abrasive preparations; soaps; perfumery, essential oils, cosmetics, hair lotions; dentifrices. o Class 4

Industrial oils and greases; lubricants; dust absorbing, wetting and binding compositions; fuels (including motor spirit) and illuminates; candles, wicks. o Class 5

Pharmaceutical, veterinary and sanitary preparations; dietetic substances adapted for medical use, food for babies; plasters, materials for dressings; material for stopping teeth, dental wax; disinfectants; preparations for destroying vermin; fungicides, herbicides.

112 Trademark Classification 113 o Class 6

Common metals and their alloys; metal building materials; transportable buildings of metal; materials of metal for railway tracks; non-electric cables and wires of common metal; ironmongery, small items of metal hardware; pipes and tubes of metal; safes; goods of common metal not included in other classes; ores. o Class 7

Machines and machine tools; motors (except for land vehicles); machine coupling and belting (except for land vehicles); agricultural implements; incubators for eggs. o Class 8

Hand tools and implements (hand-operated); cutlery, forks and spoons; side arms; razors. o Class 9

Scientific, nautical, surveying, electric, photographic, cinematographic, optical, weighing, measuring, signalling, checking (supervision), life-saving and teaching apparatus and instruments; apparatus for recording, transmission or reproduction of sound or images; magnetic data carriers, recording discs; automatic vending machines and mechanisms for coin-operated apparatus; cash registers, calculating machines and data processing equipment; fire-extinguish­ ing apparatus. o Class 10

Surgical, medical, dental and veterinary apparatus and instruments, artificial limbs, eyes and teeth; orthopaedic articles; suture materials.

o Class 11

Apparatus for lighting, heating, steam generating, cooking, refrigerating, drying, ventilating, water supply and sanitary purposes.

o Class 12

Vehicles; apparatus for locomotion by land, air or water. 114 Appendix I o Class 13

Firearms; ammunition and projectiles; explosives; fireworks. o Class 14

Precious metals and their alloys and goods in precious metals or coated therewith, not included in other classes; jewellery, precious stones; horological and chronometric instruments. o Class 15

Musical instruments. o Class 16

Paper, cardboard and goods made from these materials, not included in other classes; printed matter; bookbinding material; photographs; stationery; adhesives for stationery or household purposes; artists' materials; paint brushes; typewriters and office requisites (except furniture); instructional and teaching material (except apparatus); plastic materials for packaging (not included in other classes); playing cards; printers' type; printing blocks. o Class 17

Rubber, gutta-percha, gum, asbestos, mica and goods made from these materials and not included in other classes; plastics in extruded form for use in manufacture; packing, stopping and insulating materials; flexible pipes, not of metal. o Class 18

Leather and imitations of leather and goods made of these materials and not included in other classes; animal skins, hides; trunks and travelling bags; umbrellas, parasols and walking sticks; whips, harness and saddlery. o Class 19

Building materials (non-metallic); non-metallic rigid pipes for building; asphalt, pitch and bitumen; non-metallic transportable buildings; monuments, not of metal. Trademark Classification 115 o Class 20

Furniture, mirrors, picture frames; goods (not included in other classes) of wood, cork, reed, cane, wicker, horn, bone, ivory, whalebone, shell, amber, mother-of-pearl, meerschaum and substitutes for all these materials, or of plastics. o Class 21

Household or kitchen utensils and containers (not of precious metal or coated therewith); combs and sponges; brushes (except paint brushes); brush-making materials; articles for cleaning purposes; steelwool; unworked or semi-worked glass (except glass used in building); glassware, porcelain and earthenware not included in other classes. o Class 22

Ropes, string, nets, tents, awnings, tarpaulins, sails, sacks and bags (not included in other classes); padding and stuffing materials (except of rubber or plastics); raw fibrous textile materials. o Class 23

Yarns and threads, for textile use. o Class 24

Textiles and textile goods, not included in other classes; bed and table covers. o Class 25

Clothing, footwear, headgear. o Class 26

Lace and embroidery, ribbons and braid; buttons, hooks and eyes, pins and needles; artificial flowers. o Class 27

Carpets, rugs, mats and matting, linoleum and other materials for covering existing floors; wall hangings (non-textile). 116 Appendix I

D Class 28

Games and playthings; gymnastic and sporting articles not included in other classes; decorations for Christmas trees.

D Class 29

Meat, fish, poultry and game; meat extracts; preserved, dried and cooked fruits and vegetables; jellies, jams; eggs, milk and milk products; edible oils and fats; salad dressings; preserves.

D Class 30

Coffee, tea, cocoa, sugar, rice, tapioca, sago, artificial coffee; flour and preparations made from cereals, bread, pastry and confectionery, ices; honey, treacle; yeast, baking-powder; salt, mustard; vinegar, sauces (except salad dressings); spices; ice.

D Class 31

Agricultural horticultural and forestry products and grains not included in other classes; living animals; fresh fruits and vegetables; seeds, natural plants and flowers; foodstuffs for animals, malt.

D Class 32

Beers; mineral and aerated waters and other non-alcoholic drinks; fruit drinks and fruit juices; syrups and other preparations for making beverages.

D Class 33

Alcoholic beverages (except beers).

D Class 34

Tobacco; smokers' articles; matches .

• Services

D Class 35

Advertising and business. Trademark Classification 117 o Class 36

Insurance and financial. o Class 37

Construction and repair. o Class 38

Communication. o Class 39

Transportation and storage. o Class 40

Material treatment. o Class 41

Education and entertainment. o Class 42

Miscellaneous. APPENDIX II Trademark Application Form ...... TRADEMARK/SER VICE MARK MARK (Word(s) and/ or Design) CLASS NO. ~ APPLICATION, PRINCIPAL (If known) REGISTER, WITH DECLARATION

TO THE ASSISTANT SECRETARY AND COMMISSIONER OF PATENTS AND : APPLICANT'S NAME: APPLICANT'S BUSINESS ADDRESS: (Display address exacrly as it should appear on registration)

APPUCANT'S ENTITY TYPE: (Check one and supply requested informacion) Individual - Citizen of (Country): Parmership - State where organized (Country, if appropriate): Names and Citizenship (Country) of General Parmers:

Corporation - Srare (Country, if appropriate) of Incorporation: Other (Specify Narure of Emity and Domicile): GOODS. AND/OR SERVICES Applicam requests registration of the trademark/ shown in the accompanying drawing in the Unired Srares Parent and Trademark Office on the Principal Regisrer esrablished by the Act of July 5, 1946 (15 U.S.c. 1051 et. seq., as amended) for the following goods/services (SPECIFIC GOODS AND/ OR SERVICES MUST BE INSERTED HERE):

------BASIS FOR APPLICATION: (Check boxes which apply, but never both the first AND second boxes, and supply requested information related to each box chcckeci) [ J Applicant is using the mark in commerce on or in connection with the above identified goods/services. (15 U.s.c. 1051(a), as amended.) Three specimens showing the mark as used in commerce are submitted with this application. • Date of first use of the mark in commerce which the U.S. Congress may regulate (for example, inlerstatc Or between the u.s. and 3 foreign country): • Specify the rype of commerce: (for example, interstate of between the u.s. and a specified fo reign country) • Date of first use anywhere (the same as Or before use in commerce date): • Specify manner or mode of use of mark on or in connection with the goods/services:

(for example, trademark is applied [0 labels, service mark is used in advertisements) [ J Applicanr has a bona fide inrenrion to use the mark in commerce on or in connection with the above identified goods/ services. (15 U.S.c. 1051 (b), as amended.) • Specify intended manner or mode of use of mark on or in connection with the goods/services:

(for example, trademark will be applied [0 labels, service mark will be used in advertisements) [ J Applicant has a bona fide intention to use the mark in commerce on or in connection with the above identified goods/ services, and asserts a claim of priority based upon a foreign application in accordance with 15 U.S.c. 1126(d), as amended. • Country of foreign filing: • Date of foreign filing: [ J Applicanr has a bona fide intention to use the mark on or in connection with the above identified goods/services and, accompanying this application, submits a certification or certified copy of a foreign registration in accordance with 15 U.s.c. 1126(e), as amended. • Country of registration: • Registration number: NOTE: Declaration, on Reverse Side, MUST be Signed

PTO Form 1478 (REV. 5/91) u.s. DEPARTMENT OF COMMERCE/Patent and Trademark Office ...... N OMB No. 06510009 (Exp. 6/92) ...... DECLARA TION fj

The undersigned being hereby warned that willful false statements and the like so made are punishable by fine or imprisonment, or both, under 18 U.S.c. 1001, and that such willful false statements may jeopardize the validity of the application or any resulting registration, declares that he/she is properly authorized to execute this application on behalf of the applicant; he/she believes the applicant to be the owner of the trademark/service mark sought to be registered, or, if the application is being filed under 15 U.S.c. 1051(b), he/she believes applicant to be entitled to use such mark in commerce; to the best of his/her knowledge and belief, no other person, firm, corporation, or association has the right to use the above identified mark in commerce, either in the identical form thereof or in such near resemblance thereto as to be likely, when used on or in connection with the goods/services of such other person, to cause confusion, or to cause mistake, or to deceive; and that all statements made of his/her own knowledge are true and that all statements made on information and belief are believed to be true.

DATE SIGNATURE

TELEPHONE NUMBER PRINT OR TYPE NAME AND POSITION

INSTRUCTIONS AND INFORMATION FOR APPLICANT

TO RECEIVE A FILING DATE, THE APPLICATION MUST BE COMPLETED AND SIGNED BY THE APPLICANT AND SUBMITTED ALONG WITH:

1. The prescribed FEE ($200.00) for each class of goods/services listed in the application; 2. A DRAWING PAGE displaying the mark in conformance with 37 CFR 2.52; 3. If the application is based on the use of the mark in commerce, THREE (3) SPECIMENS (evidence) of the mark as used in commerce for each class of goods/services listed in the application. All three specimens may be in the nature of: (a) labels showing the mark which are placed on the goods; (b) photographs of the mark as it appears on the goods, (c) brochures or advertisements showing the mark as used in connection with the services. 4. An APPLICATION WITH DECLARATION (this form) - The application must be signed in order for the application to receive a filing date. Only the following person may sign the declaration, depending on the applicant's legal entity: (a) the individual applicant; (b) an officer of the corporate applicant; (c) one general partner of a partnership applicant; (d) all joint applicants.

SEND APPLICATION FORM, DRAWING PAGE, FEE, AND SPECIMENS (IF APPROPRIATE) TO: U.S. DEPARTMENT OF COMMERCE Patent and Trademark Office, Box TRADEMARK Washington, D.C. 20231

Additional information concerning the requirements for filing an application is available in a booklet entitled Basic Facts About Trademarks, which may be obtained by writing to the above address or by calling: (703) 305-HELP.

This form is estimated to take 15 minutes to complete. Time will vary depending upon the needs of the individual case. Any comments on the amount of time you require to complete this form should be sent to the Office of Management and Organization, U.S. Patent and Trademark Office, U.S. Department of Commerce, Washington, D.C., 20231, and to the Office of Information and Regulatory Affairs, Office of Management and Budget, Washington, D.C. 20503.

...... N W I Bibliography

Interbrand, Brands: An International Review by Interbrand (Mercury Books, 1989) McGrath, K. and S. Elias with S. Shena, Trademarks: How to Name a Business and Product (published in USA: Nolo Press, 1992) Michaels, A., A Practical Guide to Trade Marks (ESC Publishing, 1982) Murphy, J. Branding - A Key Marketing Tool (London: Macmillan, 1987) ---- (ed.) Brand Valuation, 2nd edn (Business Books, 1989) ----, Brand Strategy (Director Books, 1990) ---- and M. Rowe, How to Design Trademarks and (Graphic Library, 1988) Pearson, H. and C. Miller, Commercial Exploitation of Intellectual Property (Blackstone Press, 1990) Stobart, P. (ed.) Brand Power (London: Macmillan, 1994)

124 I Index

absolute examination 46, 47 brand earnings 92 accounting 110 brand equities 74-5 brand accounting 104 advisers 76-7 see also brand valuation exploiting 111 Accounting Standards Board 91 role of design 75-6 acqUisitions 88, 89, 90, 103 brand extension 77-9, 81 active role 9 vs new brand development 105 adjectives 60-1 brand loyalty 13 Advanta credit card 72 brand management 103-5 advertising 81 need for meticulous 81 comparative 72-3 ten rules 110-11 advertising agencies 37-8, 76-7 brand managers 103-4 advisers 76-7 brand names 8 Advocaat case 96 availability search 28-30 Airwick 90 consumer testing 30-3 Ancient Rome 5 creative techniques 23-6 anti-emetic drugs 34 creative themes 22-3, 24 appeal 21, 81 criteria for strong 21 appropriateness 21 development of new vs brand Approved Names Committee 35 extension 105 arbitrarylinvented marks/names 10, development for new drugs 33-7 15-17 different types 15-17 associative/suggestive marks/ importance 14-15 names 10-11, 15-17 international see international brands AT&T 4 language checks 27-8 availability searches 28-30, 47-8, 99 name development process 32 AZT 35 role of advertising agencies 37-8 role of design consultancy 38-9 Badedas 18 shortlist selection 26-7 balance sheets 88, 89-91 spectrum 16 Barclaycall 79 strategy 21-2 Barclays Bank pIc v. RBS Advanta 72 Transax and development 98-9 Bass pale ale 7 brand naming consultancies 23, 36, 37-8 BBDO 76 brand portfolio 103, 111 beliefs, expectations and 18-19 brand strength 92-3 Benelux countries 40 see also strength Bisto 39 brand valuation 91-4, 103 BMW 78 applications 94 Body Shop 23 balance sheets 89-91 Bovis 39 brand value 88-9, 103 BP 76 branding brainstorming 24 industrial products 108-9 brand accounting 104 pharmaceutical products 109

125 126 Index brands 8 creative themes 22-3, 24 role 8-9 cutlers' hallmarks 6 Brazil 55 British Approved Names (BAN) Daily Telegraph 90 Committee 35 DDB Needham 76 Brylcreem 80 deposit system 46,47,53 Bum 27 descriptive marks/names 11, 15, 16 bureaucratic procedures 52-3 design 75--{j,99--100 design consultancy 38-9 Cadbury 78 designs, registered 2-3 Camel 10 detergents 83 Canada 55 deterrence 45 capitalism 6 detriment to character/repute 72-3 car boot sales 70 differentiation 81, 110-11 Chanel 73 Direct Line 41 character: detriment to 72-3 discount rate 91-2, 93 Cheque Point Guarantee Ltd 96, 97-8 distinctiveness 12, 13-14, 21 see also Transax distribution 81 Chequepoint Bureau de Change 96,97-8 divestment 103 children's names 18 Dove 10 classification see International drugs/pharmaceuticals 4 Classification system branding 109 clay pots 5 creating new brand names 35-7 clearance searches 28-30, 47-8, 99 developing brand names for new 33-7 Coca-Cola 1,4,38, 72, 79, 107-8 international brands 34-5 bottle shape 42 parallel trading 71 licensing 85 stages in naming 35 coffee 83 Dyno-Rod 86 coherence 79--80 Colman's Mustard 39 earnings, brand 92 colours 42 Eastman Kodak Company 3, 81 commonplace names 11-12 see also Kodak comparative advertising 72-3 equities, brand see brand equities computer name generation 25--{j European Union (EU) 41, 71, 102 conflicting marks 29--30, 48 Community Trade Mark conservatism 110 (CTM) 55--{j consistency 74, 81 Trade Marks Directive 7,40 consumer testing 30-3, 99 examination 46, 47, 55--{j Cook, Captain J. 18 expectations, beliefs and 18-19 copycat brands 107-8 extension, brand see brand extension Copyright, Designs and Patents Act 1988 Exxon 10 (UK) 70 copyrights 2-3 copywriting 24-5 Federal Trade Marks Register 49,50 corporate brand 108 focus groups 24 corporate identity change 76 Ford 103 corporate names 8, 58 Formica 62 costs 45 France 7,40 registration 52-3 franchising 86-8, 103 searches 48 French Laboratories Ltd 42 counterfeiting 70 future trends 102 countries of interest 22 Courage 103 GATT 70,102 creative techniques 23--{; General Foods 88 Index 127 generic names/marks 11, 54 new drugs 34-5 correct use of trademarks 61-2 practical considerations 80 drugs 34,35 strategic considerations 79-80 Germany 46 successful 80-2 get up protection 41,44 top fives 83 Giorgio 73 top ten in 1996 20 Glaxo Well come 34, 35, 109 top twenty European brands 82 goods, classification of 112-16 International Classification system 55, goodwill 13-14,89-90 112-17 granisetron 34 goods 112-16 Grand Metropolitan 90 services 116-17 Green Giant 10 invented/arbitrary marks/names 10, 'grey' goods 71 15-17 Guinness 76-7 Gyllenhammar, P. 89 Japan 36, 72 Jones, E. 17 hallmarks, cutlers' 6 Hammer, M.e. 72 Head & Shoulders 107 Kalashnikov 18 Heineken 80, 84 Kellogg's 78 heraldry 5-6 Kennedy, J.F. 17 Hewlett-Packard 109 KKR 103 Hibitane 109 Kodak 10, 15, 81 Hob-Nobs 25 Kraft 88 honest practice 72-3 Kriipp 27 Hoover 62 Kwik-Fit 11 Hovis 78 Kytril 34, 37

I Can't Believe It's Not Butter 107 laboratory code 35 IBM 4 language ICI 38 checks 27-8 identifiable intangible assets 90 linguistic acceptability 21 identity, developing 99-100 Lanham Act (US) 41 Imigran 34 L'Arome 73 industrial products: branding 108-9 Laserjet 109 industrial revolution 6 leadership 92 industrial sector 8-9 leasing 103 infringement 43-4, 44, 59, 65-6 legal adviser's letter 64 initials 10-12 legal availability searches 28-30, 47-8, injunctions 68 99 intangible assets 89-90 Legal & General 4 intellectual property rights 2-3 legal orders 68 future trends 102 Lego 38 international brands 80-1 licensing 84-5, 103 Interbrand internal 85-6, 87 brand valuation 90, 92 Liquid Gold 18 Nometrics 31 litigation 64-5, 96-8 Transax 98-9 infringement 65-6 Interflora 86 remedies 68 internal trademark licensing 85-6, 87 unfair competition and passing international brands 19-20, 79-83, 93, off 67-8 111 logos: design and 75-6, 99-100 attractions 20 lookalike brands 107-8 future 106 loyalty, brand 13 128 Index

Madrid Agreement 56-7 passive role 9 Madrid Protocol 57 patents 2-3, 84 management Pepsi Cola 72, 76 brand see brand management Perrier 4 trademark 59 Persil 63 Manet, E.: Bar at the Folies Bergeres 7 'personality', product 23 market 22, 92 petfood 83 marketing mix 3-5, 14-15 pharmaceuticals see drugs/ marketing mix test 31-3 pharmaceuticals Marlboro 80 phonetic symbolism 18-19 Mars Bars 78, 80 Pierre Cardin 78 Mars Ice Cream 77-8, 79 plurals 61 McDonald's 11, 38, 86 policing trademarks 63-4 McVitie's 25 see also litigation Mercedes 4, 38, 78 pop groups 18 mergers 88, 89 Pop Tarts 78 see also acquisitions portfolio, brand 103, 111 MGM: Lion's Roar 41 positioning 11 Michelin 11 possessives 61 Migros 106 potters' marks 5 monopoly rights 44 price uncertainties 71 Monsanto 109 print 62 MaRl 97 private label brands 106 mortgages 103 Procter & Gamble 107 multiple (of profits) 91-2, 93 product: information about 22 Murjani 85 product 'mix' see marketing mix Prontaprint 86 name evaluation 31 protection 42-4, 99, 100-1 names 1-2 brand valuation 93 brand see brand names corporate names 58 corporate 8, 58 criterion for a strong brand name 21 psychology of 17-19 future trends 102 trade 7 registration see registration needs, universal 81 trademark management 59, 111 Nestle 85 unregistered trademarks 58 Newmann, A. 19 use 42-3, 44-5, 58 News International 90 psychology of names 17-19 Nissan 72 Nometrics 31 Quaker 89 Nora Knackers 27 numbers 12 ® symbol 50, 62-3 Ranks Hovis McDougall 78, 90 Ogilvy & Mather 77 Reckitt & Colman 90 OHIM (Community Trade Marks Office) record-keeping 64 55-6 Red Funnel Ferries 76 Oil of Ulay 80 'registered': use of 62-3 ondansetron 34 registered designs 2-3 orders, legal 68 Registrar of Trade Marks 52 origin/source of goods 13-14 registration 43, 99 availability by country 44 packaging 42 costs and bureaucratic processes 52-3 Palmolive 13 CTM 55-6 parallel trading 71 filing an application 51-2 42-3, 44, 67-8, 96-7 infringement 43-4 Index 129

International Classification system 55 state registration 49--50 legal requirements for 10 strategy 21-2, 79--80 licensing and franchising 87-8 strength Madrid Agreement and Madrid brand strength and brand Protocol 56-7 valuation 92-3 need for correct usage 60 criteria for a strong brand name 21 overseas applications 51-2, 53 hierarchy of trademarks 10-12 practices 45-7 strong vs weak marks 41-2 reasons for 44-5 Stuart, J. 89 strong vs weak marks 41-2 suggestive/associative marks/names time from application to 53 10-11, 15-17 US application form 118-23 Sunsilk 15 USPTO 49--51 Super Piss 27 what can be registered 40-1 supplemental register 50 relative examination 46, 47 support 93 repute: detriment to 72-3 Sweet on' Low 15 responsibility for brands 110 restraining orders 68 Taiwan 55 retailers' brands 106 tangible assets 89--90 Retrovir 35 technology licences 84 risk: in purchasing decisions 8-9 temporary injunctions 68 RJR Nabisco 88, 103 Tesco 107 Robinson, F .M. 1 testing, consumer 30-3, 99 Rolls-Royce 18, 84-5 themes, creative 22-3, 24 Rome, Ancient 5 Thompson, J. Walter 76-7 RoundUp 109 three-dimensional marks 42 Rowntree 88 time 23 royalties 84, 86 to registration 53 trademark searches 48 Sainsbury's Classic Cola 107, 107-8 TM, use of 50, 63 Salamander 109 Toyota 72 Sapir, Z. 18-19 Trade Marks Act 1875 (UK) 6-7 searches, availability 28-30, 47-8, 99 Trade Marks Act 1938 (UK) 40 Seat 78 Trade Marks Act 1994 (UK) 40,41,54, Section 8 affidavit 50 58,66,72-3 Section 15 affidavit 50-1 Trade Marks Journal 52 sectors, industrial 8-9 trade names 7 Serevent 34 trademark availability search 28-30, service: information about 22 47-8,99 service marks/brands 7, 10-12, 102 trademark classification 112-17 services, classification of 116-17 trademark committees 36 SH Benson agency 76-7 trademark development agencies 36 Shakespeare, W.: Romeo and Juliet 17 see shape 42 infringement Shell 10, 38 trademark law: origins of 6-7 shortlist, selection of 26-7 trademark lawyers/attorneys 29, 51-2, Skoda 78 53,54,59 smells 41 trademark licensing see licensing Smirnoff 90 trademark management: principles of 59 SmithKline Beecham 34, 42 trademarks 7-8 soft drinks 83 clear indication in print 62 sound marks 41 definition 1-2, 40-1 source/origin of goods 13--14 functions 13--14 stability 92 hierarchy of categories 10-12 130 Index trademarks (cont.) updating trademarks/logos 75--6 history of 5-6 US Patents and Trade Marks Office as intellectual property 2-3 (USPTO) 29, 49-51 variation of role by industrial application form 49, 118-23 sector 8-9 use 49 trademarks manual 69 cardinal rules 60-3 Transax 95-101 correct usage is essential 60 Cheque Point/Chequepoint 96 importance of usage 54 developing the identity 99-100 protection 42-3, 44-5, 58 developing a new name 98-9 the hearing 97-8 valuation, brand see brand valuation maintaining the 'Transax' name 100 value, brand 88-9, 103 trends 92 Van Den Bergh Foods 107 future 102 Verkade 104 vigilance 63-4 unfair advantage 72-3 Visa 10-11 unfair competition 43, 44, 67-8 Volkswagen 78 Unilever 80, 103 Volvo 89 United Kingdom (UK) application for registration 51 weak marks 41-2 comparative advertising 72-3 see also strength counterfeiting 70 Wellcome see Glaxo Wellcome infringement 65--6 Whitbread 84 passing off 67-8 Wilde, O. 17 private label brands 106 word marks 10-12 registration procedures 52-3 World Intellectual Property Organization United States (USA) 102 (WIPO) 56, 102 comparative advertising 72, 73 Wrigley's Chewing Gum 76 counterfeiting 70 drugs 36 Xerox 62 infringement 66 registration 41,49-51, 118-23 yoghurts 83 searches 29 unfair competition 67-8 Zantac 109 universal needs 81 Zeneca 109 unlimited life 45 Zit 27 unregistered trademarks 45, 58 Zofran 34, 37 unscrambling 29-30, 48 Zovirax 109