Biana Borukhovich Esq The Law Office of Biana Borukhovich, PLLC covers a full range of legal services in New York. We focus in on each individual issue on a microscopic level and value every client as if they were a part of our family. We are dedicated to diligently representing our clients and look forward to helping you solve your legal issues.Our goal is to provide the best legal representation available at a reasonable and fair cost to our clients.
1460 Broadway new york NY
New York , 1460 Broadway new york NY 10036 New York
Biana Borukhovich Esq
I worked with Biana Borukhovich on a sensitive matter when it came to creating the last will and testament, power of attorney and a health proxy for my ailing mother. Biana was very sensitive to the personal element of these things, was compassionate and made my mom and me feel very comfortable with the whole process. She simplified the legal language into context we could all understand and made it easy to get the documents executed. Highly recommend working with her! Searching for the RIGHT lawyer was pretty stressful for me– Such high fees just to see if they would be the right fit for my business was hard as a start-up business. I was not sure what was the best place to start and I needed someone with the patience to listen and help me formulate the best plan for my business needs. Biana has exceeded my expectations far beyond my imagination. She is incredibly diligent, on top of her game and her prices as so fair. Biana has taken my business to a new level!! My firm retained Biana Boukhovich’s law firm to do a trademark filing for one of our products. Prior to hiring her, my partner and I met with several attorneys but each firm had some flaw or the other, either too aggressive, too expensive, too nice etc. Biana was very knowledgeable, straightforward and extremely patient. Her fees are fair and she is extremely diligent. Since hiring her office, she has gone above and beyond her stipulated contract to help us fine tune our Trademark. I am usually very selective in who I recommend but Biana is one of the few professionals I would have no hesitation endorsing.
Rating: 5 / 5 stars

Which parts of your brand should you trademark?

Most people believe that a trademark registration can only protect the actual brand name. However, there are several other “parts” of a brand that can and should be trademarked; for examplecolors, logos, slogans, and service marks.

Generally, the word mark of a brand is the strongest trademark, which needs protection. Nevertheless, as one can see from brands like Christian Louboutin and Tiffany’s, colors can have just as much strength as a word mark.

Furthermore, many individuals and brand owners file trademarks that include both the word mark together with their logos. But what if the brand owner wants to use the logo separately from the actual brand name? If this is the case then the brand owner needs to file two separate trademarks, one for the word mark and one for the logo. Hence, it is important to trademark the logo separately from the word mark in order to be able to use it sporadically without the actual brand name.

Moreover, generally slogans are not trademarkable. Nevertheless, if a slogan acquires what is called “secondary meaning”, then the slogan can be trademarked. Secondary meaning means, “When a trademark that is not distinctive acquires a meaning within the marketplace such that consumers associate it with the product or service” . For example, when one says “Just Do it”, we know that this slogan is associated with the mark Nike and therefore has acquired secondary meaning.

Lastly, “A “service mark” is a type of trademark protected and regulated under the Lanham Act. Service marks are used to identify and distinguish the services of one individual or organization, even a unique service, from those provided by others”. For example, the mark BMW is a trademark that is used on goods (cars, clothes, etc.), as well as, is a “service mark” under which BMW offers different services such as advertising and car maintenance/repair services. Hence, all services and goods offered under the mark BMW need to be included in the trademark application(s) in order to receive optimal intellectual property protection for the foregoing mark.

Obtaining trademarks for your brand strengthens your brand’s identity and market worth. Without trademarks, liability of a business is risen because the brand owner takes a risk that someone else has priority rights to their name or a name that is similar to theirs, which will bar the business from obtaining trademarks in the future. Additionally, many companies that fail to obtain trademarks experienceloss of their marketing efforts due to market overlap (potential clients mistaking another company to theirs). For these reasons, Cornell Law School, obtaining trademarks are one of the initial steps companies need to take when building a brand.

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