With the recent hike in US tariffs to 15%, many New Zealand exporters are reassessing their American market strategies. The increased cost of entry is undeniably a challenge, but it’s not a reason to abandon long-term brand protection. In fact, now more than ever, securing trade mark rights in the US should remain a priority for Kiwi businesses.
Here are some reasons why remaining on track with your US IP strategy is important:
- Trade marks are a strategic asset - not just a legal shield: A registered trade mark in the US gives your brand a competitive edge. It’s a signal of legitimacy, quality, and commitment to the market. Even if your export volumes dip temporarily due to tariffs, your trade mark lays the groundwork for future growth, partnerships, and licensing opportunities.
- Protection against copycats: Without a US trade mark, your brand is vulnerable. If your product gains traction, even modestly, it can be copied, repackaged, or the brand can even be registered by someone else in the US. Once that happens, reclaiming your rights can be costly, time-consuming, and sometimes impossible. Trade mark protection is your first line of defence.
- Tariffs are temporary (we hope!), but brand equity can be long-term: Trade policies shift. Tariffs may rise today and fall tomorrow. But your brand equity, once built and protected, can be enduring. Companies that maintain their IP strategy through turbulent times are better positioned to scale quickly when conditions improve.
- Digital reach means global exposure in any event: Even if you're not shipping large volumes to the US, your brand is still visible online. US consumers, distributors, and competitors can access your products and your brand footprint digitally. A US trade mark ensures that your brand is protected in one of the world’s largest consumer markets, regardless of how your goods arrive there.
- Investor and partner confidence: Having a US trade mark signals to investors and potential partners that your business is serious about international growth. It’s a mark of professionalism and foresight that can influence funding, joint ventures, and strategic alliances.
The cost of registering a trade mark in the US is modest compared to the potential cost of not having one. In a global economy, brand protection is not optional, it’s essential. Tariffs may complicate trade, but they shouldn’t derail your long-term vision.
If you're a New Zealand company navigating these changes, now is the time to double down on protecting what you've built. Contact us to find out how.
