Global Managing Attorney Sarah Norkor Anku has urged entrepreneurs to register trademarks for the specific goods and services they offer, warning that failure to do so could allow opportunistic rivals to steal their brand identity.

Speaking with host Yaw Anim Barnafo on Joy Business Masterclass, Anku explained that registering a company name does not automatically protect every product or service offered under that company. Each product or service must be registered in its relevant class to receive trademark protection.

Sarah Norkor Anku used simple examples to illustrate the point. A brand name registered for bottled juice protects the juice category only. If that same company later makes laptops or cars, the original registration will not cover those product lines.

"If you have registered within the class for juices, the trademark will not protect your cars or computers, which fall under the same company," she said.

The expert stressed that businesses which diversify into multiple categories must secure separate trademark registrations for each class of goods or services they operate in. She confirmed that company registration differs from product registration and clarified what a trademark actually protects.

"Your trademark rather goes with, let's say, your brand identifier. How we recognise you on the market: trademarks can be names, logos, slogans or any other identifier used to distinguish goods and services," Anku said.

The discussion moved from explanation to warning as Sarah Norkor Anku recounted a real case many small and medium enterprises face. She described a situation where a competitor deliberately registered a client's trademark at the Registrar General, forcing the rightful owner into a lengthy and expensive opposition.

"You now have to come and oppose the registration. It is a long process. It can be cumbersome. You can end up in court and spend money, so secure your trademark early and avoid unnecessary disputes," she advised.

Anku also explained how trademarks work in businesses with multiple products. She noted that media houses and multimedia companies often have product names under their corporate umbrella that need separate registration.

For SMEs the lesson is immediate. One blanket registration is not enough protection when a business expands its product lines or service offerings. Failing to register trademarks in the correct class exposes brands to dilution, imitators and costly legal battles that drain limited resources and distract from growth. Early and strategic IP registration protects market identity and preserves the value a company builds over time.

Anku urged business owners to identify their core brand identifiers, register those marks in the relevant classes, and act quickly to secure their intellectual property.

"Why don't you just secure it yourself before somebody appropriates it?" she asked, reminding listeners that prevention is far cheaper and simpler than litigation.

About the programme
Joy Business Masterclass is an on-air business development show that runs a 45-minute, presenter-and-facilitator format, blending expert lessons with audience Q and A.
This episode featuring Sarah Norkor Anku continued the show’s mission to translate legal and technical concepts into clear, actionable guidance for entrepreneurs and start-ups.