Copyright matters: The positive aspects of brands can be better understood and experienced by acknowledging the negative impact of brand restrictions. It includes restricting or eliminating trademarks and logos on packaging which can actually increase the dangers to consumers because of a greater threat of counterfeit goods and services or because of the increased likelihood of confusion which, in some fields, can lead to severe consequences and even fatality.
Protecting the dressing style or the artistic work is more important today considering the trend of packaging and use of artistic works to attract more consumers. Products can be differentiated on the basis of quality and packaging or the artistic work. Copyright helps to secure the trust among the consumers in the following ways:
Helps in building the communication gap by harmonizing trust and Corporate Social Responsibility
Protects the artwork in all the business sectors unlike trademark
Protects the artisticwork exclusively
Need not be renewed unlike the trademark
Can bring efficient communication in rural areas where consumers are more sensitive to the colors and packaging of the product rather than the name
Copyright has the exclusive power to sue the infringer against the infringement of the packaging or the artistic work
The same color combinations or artwork can be used among multiple products for example “Godrej” uses it’s artwork in it’s various products and services, “Maggi’s” logo is same in it’s noodles, sauses, pasta etc.
Since copyright gives worldwide protection and it’s for lifetime, the charges shall be payable only once. Moreover, considering a paradigm shift in the social ethos /younger demographics, there is a strong linkage between branding and the Corporate Social Responsibility(CSR). The young gen today consider branding to connect to their social and moral values. Hence, long term solution for the above all dynamics is Copyright.