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21 May 2019

‘Just Do it’; ‘Vorsprung durch Technik’;‘Every Little Helps’: Straplines and slogans constitute some of the most iconic branding created yet checking that a new line has not been previously used poses particular difficulties from a brand clearance perspective. AdSlogans is a long established and unique specialist search tool designed to meet this need.

Despite their value, many lines are not registered as trade marks. There are a number of reasons for this. They are often descriptive, which makes them difficult to register; trade mark registries can be reluctant to register them in any case when they consider them a promotional tool rather than a trade mark and also because sometimes brandowners do not take steps to register them, perhaps because a campaign might be over before the application for a trade mark achieved registration, perhaps because the thought to protect did not occur as it was not a traditional trade mark.

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