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By Alistair van Schalkwyk, director of ASCO Legal in Howick In Aotearoa, where small and medium-sized businesses make up the backbone of our economy, your brand is often your biggest asset. It’s how customers recognise you, trust you, and choose you over someone else. But without a registered trademark, that hard-earned reputation could be at risk. A trademark is a legal protection that gives you the exclusive right to use your brand name, logo, or slogan in connection with your products or services. It’s more than a formality, it’s a safeguard. Registering a trademark through the Intellectual Property Office of New Zealand (IPONZ) ensures no one else can use a name or mark that’s confusingly similar to yours. Without it, another business could trade under your name, leaving you with limited legal options and potentially forcing an expensive rebrand. We’ve seen it happen, and it’s not a position you want to be in. A registered trademark can also add tangible value to your business. It becomes an asset that can be sold, licensed, or franchised. And for growing Kiwi brands, that protection is essential when expanding nationally or overseas. The key is getting it right from the start. Not every name or logo can be registered, and timing is everything. At ASCO Legal, we help New Zealand businesses register and protect their trademarks, ensuring your brand stays yours. Thinking about trademarking your business name or logo? Get in touch with ASCO Legal for clear, practical advice. To contact ASCO Legal, phone 09 308 8070, or see www.ascolegal.co.nz.
