“What is a Slogan: Just like brands, slogans can provide protection via registration provided that they are distinctive.”
Criteria for Slogan Registration;
- Distinctiveness
- Being descriptive for the goods and services,
Slogans can be registered if they meet the above criteria. Slogans usually become so integrated with the brand that the brand and slogan cannot be differentiated. For example, having the expression “Just do it” next to the brand Nike now have become so much integrated.
In order to cause perceptive selection and send the message in the shortest way possible for their customers, companies that hold the trademark rights use slogans in their ads and emphasize the distinctiveness of products and services for the target consumer group. Slogans are key elements for the ads. Therefore, slogans must be protected with registration. Here, the important point is that the expressions which are chosen as slogans have to be distinctive and must not be composed of industrially frequent or general expressions.
Which Expressions Cannot Be Registered As Slogans?
In order to understand which expressions can or cannot be registered as slogans, the best way is to understand which expressions cannot be protected with registration.
- Word groups about prices “We have the best offer, etc”
- Word groups about promotions “If you buy one, get the second free”
- Word groups about customer services “Our success comes from the value we give for our customers”
- Word groups about society “So, everyone in the country can buy”
- Word groups about the environment “most environment-friendly products”
- Word groups with exclamation “Attention, we have the best product”
- Word groups with a message “We put the quality above anything”
Which Expressions Can Be Registered As Slogans?
Entirely derived words, word games, alliteration or words which has the purpose of sending messages and words which are not common in their meanings can be protected with registration. For example, derived words such as “I'm Lovin' It,” can be registered as slogans.