BigNews.Biz - Apr 12,2012 - Idea Express Group (IEG) takes its brand seriously. Operations manager David Lee says that IEG will defend its name and protect its position as an industry leader and innovator in affiliate and social marketing of custom printed products.
Although the costs of protecting one's trademarks can be substantial, Lee feels that a business' name reputation is often its most valuable asset. Therefore, aggressive trademark enforcement is a must.
Last year, IEG filed a federal lawsuit against a group that had formed a Nevada company called Idea Express, LLC. The infringer had also bought the domain ideaexpress.com from a domain squatter and was planning to use the name to promote and give credibility to its products.
Idea Express, Inc and The Idea Express Group had used that name since 1996 and have a trademark for exclusive use of the name for the purpose of online marketing of products. Unfortunately, many people think that just because they managed to buy a certain domain name, they can use that name to conduct business. “Of course that’s not true,” Lee points out. “You might be able to get the domain ‘Google-USA-inc.net’ but it doesn’t mean you can set yourself up in business using that domain.”
IEG hired The Hecker Law Group, PLC, a well-known trademark attorney based in Los Angeles. The firm served Idea Express, LLC with a cease and desist order. However, the infringer refused to relent.
So then IEG went ahead and filed the complaint in Los Angeles court. Once the other party realized that IEG was serious about suing them, they finally backed off and agreed to never use the name again.
Defending a trademark can be expensive, and there is little chance of recouping your costs from parties who have spent nearly nothing to piggy back on a long-built brand. However, it does pay off in other ways, as defending the mark sets a precedent which will make it harder for others to infringe on your brand. This further increases your company’s goodwill and overall value
Thus, it’s an expense many reputable companies are willing to make. The moral of the story is, before you buy a domain, do a little due diligence and make sure the name is not already being used. There’s no excuse not to.
Idea Express, Inc. and The Idea Express Group was Established in 1996. The company prints and distributes promotional products, party supplies, convention badges and other custom products nationally and Worldwide. The company is a well-recognized company which has also been innovative in its affiliate marketing and social network marketing endeavors.