Can you protect your old marketing ideas?

In Newcastle Permanent Building Society Ltd v Allan Crew[2009] ATMO 55 the Building Society failed in its attempt to prevent words (Our Town and Our Town Newcastle) that had been used by it in previous marketing campaigns from being registered as Trade Marks for a proposed television series about Newcastle.


The Registrar of Trade Mark’s Delegate decided that he was not satisfied that the Building Society‚Äôs residual reputation in its trade mark was extensive enough for the use of these substantially identical trade marks in the entertainment field to deceive or cause confusion in the Australian marketplace.

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