BRITISH TRADE MARK

Dominion, Volume 10, Issue 2955, 15 December 1916, Page 21

BRITISH TRADE MARK

TO SAFEGUARD EMPIRE TRADE VALUE OF BRANDED GOODS The creation of a British trade mark —one to distinguish all goods in whatever part of His Majesty's Dominions manufactured—is under consideration. There can be 110 doubt that in the future —that is to say, after peace has been restored, and tho normal conditions of trade which, it is to be hoped, will accompany it resumed—it will be more difficult t&an ever to ascertain the origin of goods. And 1 , at the same time, it will be more important than ever it has been in tho past to have irre-. futable means of identification; for it cannot for a moment bo supposed that the people of tho British Empire and of I the Allied nations will consent- to re- ' sume dealings with people who have so basely ancf wantonly outraged: every law of civilisation, every law of nature, j everr light of humaaiity during this terrible war. How to checkmate tho efforts that will be made by Germany and her allies to creep back into the closed markets of the Allied nations is a problem which will require much careful consideration,. , Dubious Methods. Already, even while the war is still in progress, it is quite clear that determined' efforts will be made to accomplish by dubious methods what cannot be done by fair means. For instance (comments one London journal), the incomprehensible increase in the export of Dutch lace to tho United Kingdom is a matter which is causing considerable speculation; and as this is only one of the many strange things that are happening even now, it may be taken for granted the difficulties which will confront traders in tho future will be very much greater. As it is, there can be but little doubt that the greater part of dhe so-called Dutch lace which is being imported at.the present time was never made on the looms of Holland. "Where, then, was it made_, if it was not made in Holland? His not very hard to suggest an answer that can hardly be refuted—and the reflections which it will awaken cannot fail to cause very great anxiety as regards trading conditions in tho future. [ The Suggested solution. How are abuses of this kind to be prevented ? In the view of a good many people the only satisfactory solution of the problem that has so far been suggested l is the adoption of a hrand or trade mark which shall bo a guarantee of the origin of all goods. As regards the products of the British Empire, for instance, an imperial trade mark could be adopted, by means of; which the manufacturer, the seller, and tho buyer would be fully protected. This would in lib way interfere with or reduco the value of private brands or trade marks, but it would bo of the nature of a national protection, for tho whole resources of the Government should be marshalled to enforce respect for tho imperial brand. Any infringement would, of course, bo punishable "by tho imposition of heavy fines—or even by more drastic methods. And, as the result' of the many conferences which have taken place botween representatives of the Allied nations, it is not improbable that an international trade mark may bo .adopted l hy the common consent of those who aro fighting for freedom. But all this is a matter for future consideration, and foT the present it will suffice to draw attention to tho meaning and value of trade marks as they exist at present, and how they affect both buyer, and sellor.

Manufacturers' Declarations. Eou'ghly speaking, a, trado mark may be described as'a declaration which is mado by the manufacturer as a guarantee of ■uniformity of quality, so that both seller and buyer may be able to obtain satisfaction in case of any variation from the standard being established. In other words, the addition of a trade mark shows that the manufacturer is prepared to stake his reputation upon the quality of the branded goods; and as a reputation of this kind is built up only by long and careful experiment, and by scrupulous integrity, it stands to reason that it will not bo lightly risked. Huge sums are sunk in laying down the necessary plant, thousands of pounds are spent in advertising the goods, so as to familiarise the public with the trade mark; but the maintenance of success depends upon the value given for the money paid, for all the effort in tho world cannot create a continuous demand for inferior goods. A spurious popularity may be produced; but whew enough time has been allowed for the testing of tho claims advanced, the demand for inferior goods will dwindle to notiiing. The Retailors' Safeguard. It is just l because a brand, or, trade mark, is a guarantee that the standard of quality which has made goods popular will be maintained that it is of inestimable valuo to seller and buyer alike. Slia purchaser who asks for articles, or goods, of a particular brand is sure to be satisfied. They are asked for, because their quality is known either as the result of previous experience or by recommendation; and they are guaranteed by the manufacturer. Un tne other hand, the tradesman who supplies branded goods is in a position to sell them with the maker's guarantee, as an indemnity against personal loss or the censure of his customers. If, for any reason, it should bo found that branded articles 0/goods are not up to standard, both he and his customers can obtain redress and satisfaction from the manufacturer. The rotailer, therefore, who sells branded goods—and specialises in them—is acting wisely. In the first place, he is not likely to have tho stock lying on his shelves for any length of time; for widely advertised articles and goods as a rule move quickly, and there is no doubt that the sales can be stimulated by judicious pushing at the counter. . Guarantee to Consumers. And in the second place, he knows that ho can recommend the branded articles and goods with every confidence. The manufacturers guarantee their quality; and in tho event of dissatisfaction being given to his customers, ho j is in a position to shift the responsibility from,, his own shoulders to thoso of the makers. Thus,- he is protecting himself from financial loss, and at the same time ho is guarding against loss of credit with his customers, for his advice will invariably be 6ound when he recommends a tried and. branded make of article or material. Needless to say, there is a class of goods to which these comments do not apply—namely, the articles or materials which are made specially for a certain retailer, or group of retailers, and sold as a speciality. In this case the tradesman is the guarantor of the goods to his customers; and it must be taken for granted that he will not risk his reputation by standing as sponsor for artioles or materials about which he does not know everything that is, to be known. A retailer who takes proper precautions is as safe in selling and recommending his own specialities as in dealing with advertised goods which are known to the public under their trado mark or brand. However, precautions are necessary; and no man who values his reputation will fail to take them. But . taking everything into consideration, well-ad-vertised, widely-known goods must be regarded as tho most satisfactory stock. It is corfcainly tho stock which will sell most readily and about which the most satisfactory guarantee can be <*iven to customers.