Can you use one trademark on different products?
Yes, of course! You can use and register a trademark for any goods and services upon which you are already using the trademark or for any goods and services with which you intend on using the trademark in the future.
We see this throughout the marketplace. Let’s use Chanel, the famous luxury goods purveyor, as an example. You can see the CHANEL trademark used on a wide variety of goods, including clothing, cosmetics, sunglasses, handbags, shoes, scarves, and phone accessories.
This is not only true for Chanel, but for many other brands as well. If you’re into athletic pursuits, then you know that not only does Nike make shoes for all kinds of sports, but they also make clothing, tote bags, and athletic accessories such as water bottles and smartphone apps to track your exercise.
Every large consumer brand does this, without exception; it’s hard to find a company that only offers one thing and does not want to expand their brand somehow.
Even brands that we only think about for one thing — such as Tony Roma’s restaurant — will have trademark registrations that cover other goods and services, such as promotional products or other services that complement their main offering. Tony Roma’s, for example, has a trademark registered for barbecue sauce and for packaged meats, in addition to restaurant and catering services.
Expanding Your Trademark Footprint
This is how a company expands the footprint of its trademark — by offering new goods and services with the trademark applied, so that it now has the rights to the use of the trademark in conjunction with those goods and services. It doesn’t even matter if the goods and services are related to their existing goods and services; for example Tiffany’s (the famous jewelry company) recently opened a restaurant cafe so that now Tiffany fans can have “breakfast at Tiffany’s” just like the famous character in the film (except with indoor seating and a large bill, of course!).
Collaborating With Other Trademark Owners
Mars Candy Company has done collaborations with Adidas, partnering to brand shoes with the M&M’s brand of candies. Weird? Maybe, but apparently there was consumer demand, so M&M now has the right to register a trademark for shoes, because the M&M’s brand appeared on the shoes and was offered in commerce for people to buy. M&M’s also is registered for a wide array of goods and services, including candy dispensers, amusement park services, jigsaw puzzles, pajamas, golf balls, and coloring books. When a brand has fans, they want to buy everything a brand makes, and collect items for the brand, so a smart company with raving fans will capitalize on this and offer it’s customers whatever they want to buy, so long as there as a market for it.
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Contact Dallas, Texas trademark attorney Angela Langlotz today to get started on a trademark application for your valuable brand.