Business Name vs Trade Mark: How to Protect Your Brand in Australia
For most established businesses, the brand is among the most valuable assets they own. It is also, almost always, the least protected. Across developed economies, intangible assets, including brands, intellectual property, goodwill, and data, now make up the majority of enterprise value. Yet the typical owner-operated business has insured its premises, secured its equipment finance, and never spent a dollar registering the trade mark that protects its name.
This article explains the difference between the registrations business owners think protect their brand and the one that actually does, the economic cost of getting it wrong, and the steps to protect brand value. It is a practical overview, not legal advice. Speak to a lawyer before relying on any registration or pursuing an infringement.
