{"id":30530,"date":"2015-10-29T15:28:53","date_gmt":"2015-10-29T09:58:53","guid":{"rendered":"http:\/\/localhost\/one\/sinapse\/?p=30530"},"modified":"2025-06-03T14:46:38","modified_gmt":"2025-06-03T09:16:38","slug":"fast-moving-consumer-goods-industry-trademark-brand-valuation","status":"publish","type":"post","link":"https:\/\/www.bananaip.com\/intellepedia\/fast-moving-consumer-goods-industry-trademark-brand-valuation\/","title":{"rendered":"Fast Moving Consumer Goods Industry"},"content":{"rendered":"<p>&nbsp;<\/p>\n<h2 style=\"text-align: justify;\"><strong>Brands \u2013 the backbone of Fast Moving Consumer Goods (FMCG) valuation<\/strong><\/h2>\n<p style=\"text-align: justify;\">William Shakespeare once said<em> \u201cWhat&#8217;s in a name?\u201d <\/em><\/p>\n<p style=\"text-align: justify;\">For FMCG companies, <strong>it\u2019s all about the product names that consumers identify<\/strong> from the TV advertisements or trips to the supermarket. It is critical to your business because:<\/p>\n<ul style=\"text-align: justify;\">\n<li>It\u2019s a marketing tool; brand recall leads to greater sales and profitability<\/li>\n<li>It strengthens your licensing opportunities and therefore revenue from distributors\/partners<\/li>\n<li>It increases your company\u2019s valuation, leading to greater investments and dividends<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2 style=\"text-align: justify;\"><strong>Global Brand Valuation 2013 \u2013 Fast Moving Consumer Goods (FMCG) Leaders<\/strong><\/h2>\n<p style=\"text-align: justify;\">What would a consumer pay for an Rs.35\/- Coke bottle if it didn\u2019t bear the Coke logo, brand name, font and brand colours?<\/p>\n<p>&nbsp;<\/p>\n<h2 style=\"text-align: justify;\"><strong>Trademarks \u2013 the foundation to Brand Building<\/strong><\/h2>\n<p style=\"text-align: justify;\">Common mistakes FMCG companies make about trademarks:<\/p>\n<ul style=\"text-align: justify;\">\n<li>Not giving due importance to your brand name \/ trademarks \/ logos.<\/li>\n<li>Choosing descriptive &amp; generic terms (ex. a laundry detergent named \u201cStrong Washing Soap\u201d) which fails to create a distinctive image of your product in the market, rather than selecting fanciful, arbitrary, and suggestive trademarks (example \u2013 Colgate &amp; Gillette for consumer goods) which over time can work as a unique differentiator of your product from your competitors.<\/li>\n<li>Filing trademark applications after usage of the mark in commerce, rather than before.<\/li>\n<li>Not keeping a watch on your competitors\u2019 use of same or similar trademarks or logos.<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">FMCG sector is losing about 1.7 Billion INR of revenue annually as a result of trademark counterfeiting.<\/p>\n<p>&nbsp;<\/p>\n<h2 style=\"text-align: justify;\"><strong>What should Fast Moving Consumer Goods (FMCG) companies do to protect their brands?<\/strong><\/h2>\n<ul style=\"text-align: justify;\">\n<li>Conduct trademark searches to assess conflict with competitors before selecting a brand name \/ trademark \/ logo.<\/li>\n<li>File trademark applications prior to use of the mark in commerce.<\/li>\n<li>Monitor the use, misuse and infringement of your trademarks.<\/li>\n<li>Pursue those infringing through dialogue, and legal means if necessary.<\/li>\n<li>Periodically review, audit and assess your trademark portfolio to set priorities for band building.<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">In the year 2013, ITC\u2019s trademark strategy helped it increase its intangible valuation by 30%.<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: justify;\">Authored by Mr. Sanjeeth Hegde<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Brands and trademarks are central to the valuation and competitive edge of FMCG companies. This post outlines the importance of effective trademark strategies and legal measures to protect brands in the fast moving consumer goods sector.<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"iawp_total_views":23,"footnotes":""},"categories":[6,11],"tags":[7576,1744,5796,790,791,5,3441,234],"class_list":["post-30530","post","type-post","status-publish","format-standard","hentry","category-intellectual-property","category-trademarks","tag-brand-building","tag-brand-valuation","tag-counterfeiting","tag-fast-moving-consumer-goods","tag-fmcg","tag-intellectual-property","tag-trademark-protection","tag-trademarks-2"],"_links":{"self":[{"href":"https:\/\/www.bananaip.com\/intellepedia\/wp-json\/wp\/v2\/posts\/30530","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bananaip.com\/intellepedia\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bananaip.com\/intellepedia\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bananaip.com\/intellepedia\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bananaip.com\/intellepedia\/wp-json\/wp\/v2\/comments?post=30530"}],"version-history":[{"count":3,"href":"https:\/\/www.bananaip.com\/intellepedia\/wp-json\/wp\/v2\/posts\/30530\/revisions"}],"predecessor-version":[{"id":133469,"href":"https:\/\/www.bananaip.com\/intellepedia\/wp-json\/wp\/v2\/posts\/30530\/revisions\/133469"}],"wp:attachment":[{"href":"https:\/\/www.bananaip.com\/intellepedia\/wp-json\/wp\/v2\/media?parent=30530"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bananaip.com\/intellepedia\/wp-json\/wp\/v2\/categories?post=30530"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bananaip.com\/intellepedia\/wp-json\/wp\/v2\/tags?post=30530"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}