Trademark registration - How and why?

Are you about to start or take over an online business? By offering products or services under your own brand name, you can distinguish yourself from the competition. It is wise to register and protect this brand name. In this article we explain why it is important to protect a brand name and how you can get your brand registered.

What is a trademark?

A trademark is a symbol that distinguishes a company's products or services from those of other companies. As an online business owner, the goal is to market the products (or services) offered in the best possible way. This can be done with a unique brand name. A brand is used to gain brand awareness and to promote the unique features of the product.

A brand serves as a recognition and indication of origin for consumers and offers a strong position in relation to competitors. In this way, you can bind customers to you, who give preference to your brand.

Why is trademark registration important?

A registration can help prevent competitors from getting away with your name, logo or design. In addition, as the official owner, you have the ability to sell or license the trademark. (Think of setting up a franchise)

But the most important reason to register a trademark is to make sure that you are allowed to use the name and are not committing trademark infringement.

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Register company name with the Chamber of Commerce

The first step is to register the company name with the Chamber of Commerce (CoC). You may be wondering if registering with the Chamber of Commerce is enough to protect your trade name. This is not. Although a check is always performed to see if there are companies in the same sector with a similar name, this protection only applies in your own region. Elsewhere in the country it is simply possible to start a business with the same name. Therefore, if you value your chosen business name, it is important to protect it.

Trademark registration, how does it work?

As an entrepreneur in the Netherlands, you can register your trademark and logo at the Benelux Office for Intellectual Property (BOIP). The basic rate for trademark registration for the Benelux (Belgium, the Netherlands and Luxembourg) is € 244 for 10 years. The trademark is then registered for 1 category of products and services. You will pay additional costs for a 2nd (and even 3rd) category. You keep the trademark right for Benelux 10 years; after that it is possible to renew. Please note, registration is not a given. BOIP can refuse a trademark if it does not meet the requirements.

If you actively sell (or want to sell) your products or services in countries outside the Benelux, you can register your trademark at the European Union Intellectual Property Office (EUIPO). The cost for this is 850 euros and you can also renew this registration after 10 years.

Through BOIP, it is also possible to apply for a trademark registration in countries outside the Benelux (international registration); this is done through WIPO (World Intellectual Property Organization).

After receiving proof that your trademark is registered in the register of one or more of the above-mentioned trademark authorities, you can take effective action against counterfeiting and misuse so that the built-up brand awareness and goodwill of your trademark will not be lost.

Buy or sell a registered trademark via Businessforsale.eu

Businessforsale.eu has the focus on selling and buying online businesses, but also the acquisition of brands is supported on the platform. As a buyer you can find the brands between the regular offers on our platform. As a seller, you can register on the platform in the regular way. Do not forget to mention through which channels you sell the products.

Want to put your brand up for sale immediately? Click on the green button "sign up for free as seller" on the homepage. If you want advice about offering your online business, you can choose the intake.