Brand Naming Strategy — Lessons from the "Kyungninara" Trademark Case
Drawing on experience representing the "Kyungninara" trademark registration matter, in an interview with Maeil Business I discussed how to build a brand strategy that weighs both the trademark-protection hurdles and the market response that arise when adopting common expressions as brands. Expressions with weak distinctiveness may be refused registration, and once registration fails it is generally difficult to curb the proliferation of similar brands — but where sufficient consumer recognition has been accumulated through sustained promotion and use, acquired distinctiveness through use may be recognized.
