Following the recent success of the alcohol brand Carlsberg in registering ‘probably’ as a trade mark in a bid to protect its ‘probably the best lager in the world’ slogan, more well known brands have followed.
Optical services provider Specsavers has successfully registered part of their widely recognised catchphrase ‘should’ve gone to Specsavers’ in order to give it more protection.
Although it is a relatively widely used noun, ‘Should’ve’ was the subject of the trade mark application submitted in July and so as long as no oppositions are submitted in the next two months, it will be a registered trade mark as the UK Intellectual Property Office has approved the application.
Giving the brand a substantial amount of power over a widely used word, the registration of the mark will allow the brand to prevent any the business in optical or hearing services from using it as any part of their branding.
Given this level of control the business now has, it will not be surprising if other brands in different sectors follow suit and also submitted applications for single words or short phrases that are already part of their business branding but can also have an impact on their competitors at their advantage.