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Garage Winemaking in South Africa Less is More - Cape Wine ...

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enterpr<strong>is</strong>es category and will have to complete a scorecard rather than be<strong>in</strong>g<br />

automatically exempt. When your annual turnover <strong>is</strong> over R5 million you must v<strong>is</strong>it<br />

the DTI website to complete and submit your scorecard. 49<br />

Trademark<br />

A trademark <strong>is</strong> a capital asset of a company. It serves the purpose of enhanc<strong>in</strong>g a<br />

consumer‟s relationship with your w<strong>in</strong>e, thereby becom<strong>in</strong>g a company‟s most<br />

important market<strong>in</strong>g tool. The value <strong>in</strong> th<strong>is</strong> relationship can be protected through the<br />

reg<strong>is</strong>tration of your trademark. The advantage of reg<strong>is</strong>ter<strong>in</strong>g your trademark <strong>is</strong> that it<br />

gives you exclusive rights for the w<strong>in</strong>e you reg<strong>is</strong>tered it for. Prior use <strong>is</strong> not a<br />

prerequ<strong>is</strong>ite for the reg<strong>is</strong>tration of a trademark. Th<strong>is</strong> <strong>is</strong> helpful <strong>in</strong> circumstances when<br />

a new brand <strong>is</strong> be<strong>in</strong>g launched. Provided that a trademark reg<strong>is</strong>tration <strong>is</strong> renewed<br />

every 10 years, trademarks can be protected <strong>in</strong>def<strong>in</strong>itely. Apply<strong>in</strong>g for a trademark <strong>is</strong><br />

actually a very straightforward process. CIPRO adm<strong>in</strong><strong>is</strong>ters the Reg<strong>is</strong>ter of Trade<br />

Marks which <strong>is</strong> the record of all the trademarks that have been formally applied for<br />

and reg<strong>is</strong>tered <strong>in</strong> the Republic of <strong>South</strong> <strong>Africa</strong>. To get an application form to reg<strong>is</strong>ter<br />

a trademark, v<strong>is</strong>it the Cipro website. I applied for my Black Pearl trademark <strong>in</strong> June<br />

2005 and received my approval certificate <strong>in</strong> February 2010. The cost was R85 Rand<br />

<strong>in</strong> revenue stamps. Today the reg<strong>is</strong>tration fee to apply on l<strong>in</strong>e <strong>is</strong> R590 per<br />

application. 50<br />

21

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