This search does exactly as its name suggests and looks for marks comprising of the identical word(s). It is also used to check the status of registered, pending and lapsed Marks, or to look for a proprietor, agents name or other details such as the goods listing. It is not recommended that a decision to use or register a Mark is made on this search alone. This search covers registered brands only.

Any existing similar mark can be cited by the Registrar as grounds for objection to an application. Therefore it is useful to do a full search to ascertain whether there are any similar marks that might be cited by the examiner as a ground for invalidity. Registering a brand is beneficial to the owner as it distinguishes the goods and services from those of competitors and provides trade mark protection. It also provides protection for the mark and allows the owner to take infringement action against those who unlawfully use the brand. It can be extremely costly to develop and use a brand and then have to withdraw or change its name after a substantial period of use. It also leaves the owners of the Mark open to action for infringement. It is therefore imperative that a full brand search of the trade marks register is carried out before use or registration.