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Family of trade marks in England and Wales: concept, infringement and validity relevance, 2024 case law, and practical steps for building distinctive brand families

Published on: 04 December 2024

Published by a LexisNexis IP expert

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Article summary

What are the characteristics of a 'family' of brands?

A family of brands is a set of related trade marks a business employs to build a unified brand presence. Core features include:

Shared element — a unifying component (for example, a word, logo, or design cue) appearing across every brand in the family, creating a clear association
Consistent brand identity — such families typically carry aligned visual and thematic cues, including colours, typefaces and stylistic choices, which foster cohesion and help each product be recognisable as part of the group
Consumer perception — to work effectively, consumers should connect the common element with a particular origin, a certain characteristic, or an expected level of quality
Independent yet related brands — while the family maintains a shared identity, each brand should preserve distinct attributes so it can address specific market segments while remaining linked to the broader identity

Using a family of brands allows a business to harness brand loyalty and recognition, broadening its reach without weakening its central identity. The shared element should be distinctive and perform a standalone role within the overall mark...

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