Australian Government Cautious Over Trade Mark Application

The Australian Government is seeking legal advice over the name “Primary Health Network”. This was to be the new brand of its revamped Medicare Local, a network of doctors and other health providers that help maintain the public health system. However on the 14th May 2014, a private company, Primary Health Care Network Pty Ltd applied to Register this as a Trademark.  The Department of Health has advised its ‘network’ not to spend any  money on stationary or branding until the issue is resolved. The trademark is still under examination. This points out the importance of conducting a professional trademark search at the early stages of brand development. It shows the expense of re-branding can be avoided by getting a trademark search first. This is common mistake, as it turns out even a government can make.