Referring Brand Usage

If a trademark is used for the purpose of referring to that trademark, this is permitted under certain conditions. This is called “referring brand usage”.

Brand use should be balanced with the purpose for which it is used. Placing a logo on a long article in which the trademark in question is mentioned only once is unnecessary and therefore not permitted.

Nor should the suggestion be made that there is a commercial relationship between the person referring to the brand and the brand owner: The person who refers to the brand may not link up with the brand.

Some examples of permitted referential trademark use are:

• Using a brand in a news item or blog about that brand (provided brand use is relevant);
• Mentioning a brand when you are a reseller of products of this brand; and
• Mentioning a brand when you sell parts/accessories that are compatible with the products of this brand.