Module 2 · Chapter 3

Trade Marks and the Rebrand

The factory may use the seller's brand only while the buyer builds its own. This chapter follows the move to the new brand, the new company name, and why the licence goes on the register.

≈ 8 min read 8-question test

In this chapter

  • Why the buyer must stop using the seller's brand
  • How the rebrand runs in steps, and why the pumps' labels go last
  • How the company changes its name, and why the licence is recorded

3.1The brand licence in one paragraph

Kelderwick sold the Sheffield company but kept its brand. The Licence lets the Sheffield company keep selling its pumps under the old name for two years, while it moves to a brand of its own. The move runs to a fixed plan, one step at a time. Meanwhile the licence is recorded on the trade mark register, to protect it if the marks change hands.

Key point

The brand licence gives the Sheffield company time to change brand, not a right to keep the old one. Every use of the old name has an end date, and Schedule 4 of the Licence sets each one.

Also in this chapter

  1. Why the buyer must stop using the brand
  2. The Rebranding Plan, step by step
  3. Changing the company's name
  4. Recording the licence
  5. Your job

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