Trademark registration with the BOIP: why and when do you do this for bol?
Lars HurkmansCo-founder20 June 2023Reading time 6 minutes
Registering your trademark with the BOIP gives you exclusive rights to your brand name and, after registering as brand owner with bol, control over your product information. It isn't always necessary at the start, but becomes important once your brand grows and you want to keep competitors off your own listings.
If you sell products on a platform like bol, registering your brand with the Benelux Office for Intellectual Property (BOIP) can be an important step to protect and grow your business. We explain why trademark registration matters, when you should and shouldn't do it, and how the process works. It's part of building a private label brand seriously.
Why does trademark registration matter?
Registering your brand with the BOIP offers several advantages. First, you get exclusive rights to your brand: you're the only one allowed to use it for the products or services it's registered for. That protects you against competitors who want to use similar brands and helps prevent confusion among consumers.
Trademark registration also helps you sell your products more effectively on a platform like bol. When you register your brand with bol, you get more control over your product information on the platform. Other sellers can't simply change your product information, and bol can act faster on issues or disputes if you're registered as brand owner.
When should you register your brand?
It isn't always necessary. If you're just starting out and your brand still has little recognition, registering can be an unnecessary cost. But once you notice your products are selling well and your brand is starting to grow, registering is a good idea.
That's especially important on bol. With a registered brand you prevent other sellers from changing your product information or selling similar products under your brand name. That way you safeguard the quality and consistency of your products, which builds more trust with consumers. Also think of your GS1 EAN codes here, which are likewise registered to your company name.
How do you register your brand with the BOIP?
The process consists of a number of steps. First you submit an application to the BOIP. That can be done online and currently costs a one-off fee of 244 euros for the first class of products or services you want to register your brand for. For each additional class you pay 81 euros.
After your application, the BOIP checks whether your brand meets the legal requirements and whether it already exists. If your brand is unique and meets the requirements, it's published in the BOIP trademark register. Then there's a two-month period during which others can object to your brand. If there are no objections, your brand is registered and you receive a certificate of registration.
Important to know: your brand is only protected in the product or service categories you registered it for. If you don't actively use your brand name in those categories within five years, your protection can be withdrawn.
Can it go faster?
If you want to register your brand quickly, you can choose an accelerated registration with the BOIP. That costs extra, but your brand is registered within 24 hours. Keep in mind that an opposition period still applies during which others can object to your brand.
How do you become a brand owner on bol?
Once your brand is registered with the BOIP, you can submit an application to bol to become brand owner. That gives you more control over your product information. The process is relatively simple:
- Go to bol's partner platform.
- Find the Brand Registration section.
- Follow the instructions to submit your application.
bol only checks whether you are the brand owner, not the categories your brand is registered for. As a result you don't get competitors in the buy box for your branded products, even if you don't actively use your brand in the category you sell in.
With a brand registration on bol you also get control over the product information for your own branded products. That can then no longer be changed by a third party, so your branded products are shown consistently everywhere and the brand experience for the customer stays consistent. Note: that protection applies to all your branded products, so also products you may no longer sell yourself but other sellers do. That product information also has to be current and accurate.
Summary
- Exclusive rights. A BOIP registration gives you exclusive rights to your brand name in the registered categories.
- Control on bol. As brand owner you determine the product information and keep competitors out of the buy box for your branded products.
- Timing. Not necessarily needed at the start; but wise once your brand grows.
- Cost and process. 244 euros for the first class, 81 euros per additional class, with an opposition period before registration is final.
- Active use. Without active use within five years, protection lapses.