As English is widely used in the Philippines, many well-known marks often appear in advertising and often the mark may be incorrectly used as a descriptor or adjective, thereby diluting the distinctiveness of the valuable trade mark.

We developed a strategy for our client, a leading United States healthcare company, to address conditions that were putting its famous trade mark at risk of becoming generic.

The strategy consisted of three phases involving, as a first step, the creation of public awareness, to be followed by a market survey and ending with an enforcement program against continued mis-use. 

During the one year programme Rouse coordinated closely with the client's local distributor, customers and various agencies.