Publications

Press Release: Unilever vs. Quimi Romar & Cosmetic Care

Posted by on Jun 30, 2015

Press Release: Unilever vs. Quimi Romar & Cosmetic Care

“Chance does not exist” Upon request from UNILEVER, GESCOM produced a thorough Comparative Analysis in which the average weighted similarity ratio existing between the commercial presentation of MOUSSEL, ROYAL AMBREE, and AXE (Unilever) versus the corresponding products from QUIMI ROMAR & COSMETIC CARE was established, revealing the imitative purpose of these companies. Link: EUROPA PRESS RELEASE

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How to Protect the Scent of Your Brand

Posted by on Jan 3, 2014

How to Protect the Scent of Your Brand

In a world saturated with advertisements and audio-visual messages, it is necessary to create new ways of impacting and positioning a brand. Using the human sense of smell to that end may be highly effective considering 75 % of sensations that affect human being come from this sense. The sense of smell is the most sensitive of the senses and maybe the most difficult to develop at a commercial level, but it is also the sense most linked to emotions and memories. Human being has over 10 million odour detecting cells that allow more than 4000 different odours to be recognized, which is why the capacity of memorizing odours is greater than that for images. People can remember smells with 65% accuracy after a year, while visual recall is about 50% after three months. Therefore, incorporating the smell in a brand strategy allows a deeper emotional link to be built up with consumers. The growing trend of traditional trademarks towards creating a sensory experience on consumers and the rapid development and proliferation of sensory marketing techniques are generating an increasing need in the market to be able to protect and defend the singularity of those products for which the scent is a differential characteristic. This applies both to those cases in which the scent has acquired distinctive capacity and allows consumers to identify the branded product to which it is applied, and to those cases in which the scent is a determining factor in selection and purchase processes, as may be the case of some categories such as fabric softeners, shower-bath gels, deodorants, etc. Therefore, when the scent applied to a product becomes an important component within its brand strategy, it is indispensable to have tools that allow it to be protected and defended. But, how can these be done? Aimed to help brands to protect and defend their own characteristic scents, GESCOM in conjunction with ODOURNET have developed a methodological process that allows an odour to be protected and defended against any possible imitation act that can lead to confusion and/or association between products or company origins. The methodological process developed takes into consideration the complementarity of the sensitive human sense of smell and robust instrumental techniques, widely used and accepted in the field of olfactometry. This process allows a scent to be characterized in a complete and one-to-one manner obtaining a clear, precise, objective and durable graphic representation of it. The characterization of a scent makes it possible to compare it with any other that may be in conflict and to establish and quantify, in an instrumental and sensory manner, the degree of similarity existing between the scents compared, as well as whether or not this similarity may cause confusion and/or association among consumers. The Comparative Analysis between two scents provides rigorous criteria and reliable and reproducible results and can be provided as expert report in unfair competition conflicts, complementing an analysis relating to the Design and Identification Systems applied to the packaging or market research. Should you require any further information, please do not hesitate to contact...

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The GESCOM-CIVEC Methodology: Application examples

Posted by on Dec 15, 2013

The GESCOM-CIVEC Methodology: Application examples

In the link below some examples of application of the GESCOM-CIVEC Methodology are shown in different types of conflict, some of them are already resolved and other are undergoing negotiation. In all cases GESCOM elaborated thorough Comparative Analyses adapted to our clients needs and requirements, answering the main arguments around which the corresponding conflict revolves. These examples evince how the different comparative criteria considered in the GESCOM-CIVEC Methodology become of fundamental importance when being singular. The GESCOM-CIVEC Methodology allows us to perform an individual and an overall assessment of all these criteria, either favourable or unfavourable, weighting them according to their relative importance in the visual perception and recognition process. Thus, the average weighted similarity ratio between the Design Systems compared can be established in a completely objective and comparable manner. For some of the cases shown as examples of application, the Comparative Analyses contributed by GESCOM have been explicitly mentioned in the corresponding Judgement. Link: EXAMPLES OF APPLICATION AND EXPLICIT MENTION IN...

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