Archived — Aligning Canada's Trademarks Regime with Modern Business Practices - 2 of 5
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Trademarks are unique identifiers (such as a word, logo, slogan, symbol or shape) that distinguish the goods or services of one company from those of another. Businesses use trademarks as marketing tools to help consumers recognize the quality and reliability of their products. In this way, trademarks become valuable assets. Interbrand, a brand consultancy firm that annually ranks the value of global brands, listed the following five "Best Brands" for 2009
- Coca Cola (brand value of $68.7 B),
- IBM ($60.2 B),
- Microsoft ($56.6 B),
- General Electric ($47.8 B) and
- Nokia ($34.9 B)
Canada's top brands were Thompson Reuters Media, ranking 40th with a brand value of $8.3 B, and BlackBerry, ranking 63rd and valued at $5.1 B.
Trademark protection is a company's primary legal means of protecting its brand. Without this protection, firms producing products of inferior quality and counterfeiters could seek to increase their sales volumes by trying to pass off their goods as those of well-known, reputable firms. This has the potential to decrease the market share of legitimate producers and to damage their reputation.
Trademarks are also important in trade, as the quality and reputation associated with a firm's trademark helps the firm enter a new market or expand in an existing one.
Canada is a party to and compliant with the Paris Convention for the Protection of Industrial Property, administered by WIPO, which assists individuals and businesses obtain protection for their intellectual property in other countries. Canada is also a party to and compliant with the World Trade Organization's Agreement on Trade-Related Aspects of Intellectual Property Rights (TRIPs), which requires members to have a trademark registration system and to provide minimum levels of protection for trademarks.
Canada is not compliant with either the Madrid Protocol or the Singapore Treaty and is finding itself increasingly isolated internationally because of its outdated trademarks regime. Many of Canada's trading partners, such as the United States, Australia, Japan, the United Kingdom and the European Union, have acceded to either the Madrid Protocol or the Singapore Treaty or both. As a result, many trade agreements between these countries now specifically require accession to the Madrid Protocol. This trend will likely continue in the future, as countries continue to join these treaties.
Canada has not kept pace with trading partners that have improved their trademark laws by introducing amendments to respond to new business practices, to adopt international standards, and to allow businesses to more easily respond to global trading opportunities. In fact, Canada's Trademarks Act is substantively the same as it was over 55 years ago.
The key objectives of updating the Trade-marks Act are to:
- simplify and streamline the trademarks regime, thereby improving accessibility, reducing transaction and compliance costs, and lowering the overall cost of doing business;
- align with accepted international standards and practices, thereby easing foreign market access for Canadian firms and helping increase their competitiveness, and reducing entry barriers for foreign firms leading to increased investment opportunities in Canada; and
- respond to new business practices by offering protection for new forms of trademarks (e.g., sound, colour, motion), thereby allowing businesses to fully take advantage of investing in their brand.
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