Canadian Lawyer

July 2021

The most widely read magazine for Canadian lawyers

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www.canadianlawyermag.com 47 are so focused on getting the business going, they often don't think about protecting their intellectual property, and specifically their trademark." Bereskin says that these firms "come to us when they get into boiling water and discover that they have a problem with their name, or someone has sent a demand letter and realized that they need to have some extra protection." Working with Amazon's IP accelerator to help companies with their trademark protection in Canada and take part in its brand registry program is some- thing Bereskin thinks can help solve some of these issues. Jerry Chen, the founder of JZC Intellectual Property Law, says businesses don't always prioritize trademark protection in the same way as, for example, patents. But copyright infringement and counterfeiting can be a big problem in the online world that Amazon provides to retailers. Their name and brand are often their most important asset. "So, having a registry that works in concert with a trademark "Start-up businesses and entrepreneurs are so focused on getting the business going, they often don't think about protecting their intellectual property, and specifically their trademark," Janice Bereskin, Bereskin & Parr application can help protect those rights. "If it were up to me, and I always advise my clients on this, is that trademark IP is really one of the first things that they should consider because it's so integral to aspects of their busi- ness, and the cost is relatively reasonable."

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