Accenture and Brandstock: Working Collaboratively

We conduct screening searches in-house using [a third-party] screening platform (which provides access to over 150 trademark databases), complemented with a common law search using online search engines. We are generally confident that we can identify the most relevant ‘hits’ that require more detailed investigation or reject the proposed name at this stage.

Marks covering consulting and technology services are often similar. It is important for us to identify potentially conflicting marks whose owners are likely to object to our use and which are, therefore, commercially high risk. In order to assess that risk, we need to know how invested those owners are in their product or service, the size of their business and the sophistication of their customers (i..e., are they more or less likely to be confused by similar marks).

Once we have identified the hits we want to investigate further or understand better, we often solicit the advice of local agents in relevant countries who can provide detailed legal and commercial analysis so that we can fully understand the business risks involved. One common reason for needing such full availability searches is that many countries allow registration of Nice class headings so we need to know exactly how a mark is being used in practice in the local market – something best done by experts on the ground.

Although Accenture operates in over 100 countries, we tailor search projects based on a number of factors using a tiered country approach. Generally, we conduct searches at a minimum in our ‘tier one’ countries, where we have the greatest presence and highest revenues. Our marketing function needs answers quickly, and this presents a considerable challenge that Brandstock helps me meet.

I worked with Brandstock for many years while at Motorola building a reliable relationship, and I continue to do so at Accenture. People want to work with those they trust. Brandstock knows exactly what I want and can deliver high-quality full availability searches including an invaluable executive summary. Brandstock always works closely with its agent network to ensure that it delivers a commercial evaluation of risk; this is of vital importance to me in fulfilling my role.

Brandstock is constantly working to improve services and listens to its clients. We recently trialed its ‘Deep Screening’ service in parallel with full availability searches for a tagline.

This service involves desk research carried out by Brandstock’s search team that looks at the legal and commercial risks using a combination of online resources. The format of the results, including a risk indicator graphic coupled with the links to the most pertinent hits in the executive summary, allowed us to quickly focus on potential risks.

I can already see how we can use ‘Deep Screening’ to double-check our in-house screening results and also to hone in on where we need full availability searches, reducing time and costs.

This article was also published on WIPR.