How do you protect a brand before the big reveal? - Ep 45
Brisbane 2032, Apple and the Liechtenstein trade mark strategy
The Brisbane 2032 Olympic and Paralympic emblems appeared online ahead of their planned unveiling. But the trade mark filing process had started months earlier—with an application in Liechtenstein.
In this episode of Elise Explains IP, I explore how businesses can plan trade mark protection before a launch without their own application spoiling the surprise.
Using the Brisbane emblem and reporting about Apple’s iPhone Duo filing strategy, I explain international priority in plain English and what business owners should consider before announcing a new name, product or rebrand.
In this episode:
- Why public trade mark applications can reveal your business plans.
- The Brisbane emblem’s Australian filing and earlier Liechtenstein priority date.
- Why Liechtenstein can offer less online visibility for pending applications.
- How the six-month international priority window works—and its limits.
- Why paying a designer does not necessarily give you ownership of the logo.
- Five questions to ask before committing to packaging and a launch campaign.
- Why a filing strategy cannot prevent an accidental YouTube reveal.
Plus, my entirely sensible proposal for a coffee-fuelled research assignment outside the Liechtenstein trade marks office.
The practical takeaway
Bring trade mark planning into the launch discussions early. Check availability, ownership, relevant markets and filing dates while there is still time to make changes.
Useful links
- Free IP Audit tool
- Visit my website to book a Strategy Call
- IP Australia Trade Mark Search — search application 2702360 for the Brisbane emblem discussed.
- IP Australia guidance on convention priority
- Liechtenstein’s online trade mark register information
- Gerben IP’s reporting on Apple’s iPhone Duo filing strategy
Follow or subscribe to Elise Explains IP, and share this episode with someone preparing a new brand or product launch.
Disclaimer: This podcast is intended for general educational purposes only and does not constitute legal advice. You should obtain advice tailored to your circumstances before acting on any information discussed in this episode.
