The (trade) dress code: protection and stopping imitation

Managing IP is part of Legal Benchmarking Limited, 1-2 Paris Gardens, London, SE1 8ND

Copyright © Legal Benchmarking Limited and its affiliated companies 2025

Accessibility | Terms of Use | Privacy Policy | Modern Slavery Statement

The (trade) dress code: protection and stopping imitation

Sponsored by

adams.jpg
The (trade) dress code protection and stopping imitation (1).png

Mandy Swanepoel and Lisa van Zuydam of Adams & Adams offer practical insights on protecting trade dress in South Africa and beyond, using both trademark and non-trademark tools

In the first episode of a two-part podcast series, Adams & Adams partner Mandy Swanepoel and senior associate Lisa van Zuydam discuss the complex topic of trade dress and its unique application in the African continent.

Talking to Managing IP's Tom Baker, Mandy and Lisa provide practical examples of distinctive uses of trade dress to protect a product's brand, and consider both the trademark and non-trademark tools used to prevent infringement and imitation.

About Adams & Adams

Adams & Adams is an internationally recognised and leading African law firm that specialises in providing intellectual property, corporate and commercial services.

The firm is firmly rooted in Africa – with a tenacious belief in the economic growth potential and spirit of the continent. The head office in Pretoria, the administrative capital of South Africa, provides the perfect gateway through which its partners, supported by some 700 professionals and staff, render a broad range of legal services to clients in Africa and the rest of the world.

Through its associate offices and long-established networks, the firm serves a global client base throughout the African continent in matters of intellectual property, commercial law, property and litigation.

In 2021, experts from Adams & Adams co-produced a popular three-part podcast series on the IP enforcement of pharma in Africa.

You can find all the Managing IP podcasts here.

more from across site and SHARED ros bottom lb

More from across our site

AI
Leaders at four firms share their hiring approach, including whether AI knowledge is a must-have for new staff
McKool Smith and Licks Attorneys are acting in the dispute, which alleges infringement of patents covering video-related technologies
Legacy firm Allen & Overy agreed a high-profile tie-up with US firm Shearman & Sterling in May last year
News of Verizon settling its lawsuit with Headwater Research and a copyright setback for AI firm Perplexity at a New York court were also among the top talking points
IPH, which owns several IP businesses in the APAC and Canada, reported a 16.5% increase in revenue and 13% jump in profit after tax
With Ireland’s government re-engaging with the idea of a UPC referendum, it provides a chance to improve the system further
US-based company says appointment of Jorge Ordonez shows its momentum as a private-equity-backed platform expanding in the IP services market
The firm hired an IP litigation team during the reporting period and has entered the Managing IP rankings for trademark work
Masaki Mikami of Marks IP explains how he helped prove acquired distinctiveness to secure protection for 'Pocky' in Japan
Daralyn Durie discusses the ‘amazing’ opportunity of working on an AI case, the value of celebrating women, and how to build the next wave of talent
Gift this article