An effective trade mark strategy is crucial to securing your competitive advantage in an increasingly crowded marketplace. A carefully chosen trade mark can be one of your business’ most valuable assets, boosting brand identity and helping to differentiate your products and services.

In Australia, trade marks can be registered for any ‘sign’ which distinguishes one trader’s goods or services from those of another. Many of us are familiar with trade marks that consist of words and logos, but a trade mark can also be made up of any letter, name, signature, numeral, device, brand, aspect of packaging, shape, colour, sound or scent – or a combination of these things.

A trade mark that has been registered with the trade marks office or trade marks registry is known as a registered trade mark. A registered trade mark is a valuable asset for the owner and provides a number of important rights, including:

  • the exclusive right to use the trade mark in relation to the goods/services for which it is registered
  • the right to take action for infringement against a third party using a substantially identical or deceptively similar trade mark for the same or similar goods/services
  • the right to sell and licence the trade mark.

We have extensive experience in dealing with all aspects of trade mark filing and registration, in Australia, New Zealand and internationally. Our highly skilled trade mark attorneys will work closely with you in developing a trade mark strategy to ensure your commercial objectives are met and your assets are well protected.

Who to contact


Michael is the firm’s trade marks team coordinator. He has over 30 years of experience in the procurement and enforcement of trade mark rights in Australia, New Zealand and Papua New Guinea, and is responsible for both the trade mark portfolios of local and international clients.

To find out more, please contact

Michael at