Trade marks

A trade mark is a sign or brand that distinguishes your goods and/or services from those of others. It can be a word, image, logo, slogan, sound, shape, smell or a combination of these. The process of mark registration with the trademarks office (or "trademarks registry") of a particular jurisdiction is called trade mark registration.

The importance of a well-managed trade mark

A trade mark is a ‘badge of origin’ by which customers will recognise the source and quality of your goods and/or services. It’s also a valuable tool for advertising, promoting and developing your business identity. When they recognise your trade mark, customers are likely to make repeat purchases or recommend your goods and/or services to others. A well-managed trade mark portfolio is therefore a valuable business asset. 

Expertise and experience in brand protection

Whether you have long-established trade marks or you’re just starting out and wondering how best to protect your brand, Baldwins can help. Being one of the top filers of trade mark applications in New Zealand, we have the expertise and experience to advise you on developing, protecting and maximising the potential of your trade mark portfolio.

Our trade mark services include:

  • searches to ascertain the ability to use and register a trade mark;
  • filing and examination of trade mark application
  • trade mark portfolio management
  • trade mark audit and intellectual property reviews;
  • oppositions and revocations of trade marks
  • infringement and enforcement of your trade mark
  • domain names; and
  • licensing arrangements and transfer agreements.

Baldwins has a dedicated trade mark department comprising six teams in Auckland, and Wellington. The firm has approximately 15 lawyers and patent attorneys that specialise in trade marks, a number are dual qualified. Our clients range from large multinationals, to small businesses, start-ups, research organisations and individuals.

We provide trade mark services in Australia, New Zealand and the South Pacific. We also work closely with an extensive network of agents and colleagues internationally.

Case studies

Click the stories below to discover how our trade mark experts are assisting Baldwins' clients to achieve their commercial goals.  

Meet our experts

  • Penny Catley
    Partner, Wellington

  • phone +64 4 910 6505
  • phonelink_ring+64 21 660 645
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  • Chris Ross
    Senior Associate, Wellington

  • phone +64 4 494 9623
  • phonelink_ring+64 21 737 758
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  • Lucy Hudson
    Senior Associate, Auckland

  • phone +64 9 359 7734
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Downloads our trade mark information sheets: