To maintain trademark rights after registration, descriptive trademarks must also be used correctly by the trademark owner. That is why Chiever, together with the CPNB, has drawn up a so-called Brand Manual. These guidelines describe how the organisation can best maintain their brands to prevent them from losing their legal strength.
It’s crucial for brands that the owner uses the trademark consistently, in other words, always capitalised, never in a generic sense, and if possible, accompanied by the R in the circle of a registered trademark. This is how brands retain their strength.