Mr. Simon is a qualified technician with 15 years of experience in providing services in all aspect relating to smoke alarms. In 2011 he started a small company to manufacture smoke alarms.  Because of his expertise knowledge and experience, he invented a low cost smoke alarm for fire protection. In the beginning, he distributed the smoke alarms through real estate agents. These smoke alarms have many features, such as low cost, easy installation, durability, and offer the right protection.
Initially, the marketing performance was very successful, and he is currently actively looking for a brand name. He has chosen ‘Best One’ as a brand name; however, the brand name has not been registered. He is more concerned about registering the brand name and obtaining legal protection.
Assume you are a marketing consultant, and Mr. Simon has approached you to obtain advice about brand protection.
You have been asked to undertake research using various sources (e.g. using search engines on the internet, published reports, and books) and prepare a report about ‘Brand Protection”. The report must contain three parts:
1)    Part One: Identifying the need for brand protection;
2)    Part two: The process of application for trademark protection;
3)    Part Three: Monitoring and protecting trademark

 Part 1: Identifying the need for brand protection (Word limit 1200)
This part should cover the following information:
a)    A brief introduction to brand, brand name, and trade mark.
b)    Identify what constitutes a registrable trademark in Australia.
c)    Legislative requirements governing trademark protection.
d)    Other available forms or methods to protect trademarks.
e)    Benefits and costs associated with trademark registration and protection.
f)     Outline the concept of ‘commercialisation of trademarks”, and discuss the benefits of commercialisation.

Part 2: The process of application for trademark protection (Word limit 1200)

This part should cover the following information:
a)    Sources to obtain information and advice regarding protection of brands and business
Identity.
b)    The importance of the role undertaken by intellectual property professionals in the trade mark application process.
c)    Methods to ensure the proposed trademark does not infringe on another party's existing trademark.
d)     Required procedures for lodging a successful trademark application (list all     procedures in sequence).
e)     Required procedures for lodging an international trademark registration application.

Part 3: Monitoring and protecting trade marks (Word limit 1200)
  This part should cover the following information:
a)    Policies and procedures to protect and use the trademark correctly.
b)    Strategies to monitor the market for possible trademark infringements.
c)    Measures to protect trademarks against infringements.
d)    Required procedures to be followed in order to maintain the organisation's trade marks (list all the procedures and payments to be made).
e)    Activities to be undertaken to ensure all employees are aware of the protection and proper use of trade marks.