In the red corner is Bunnings. In the blue corner is Masters. Two big brands which intend to beat each other up in the hardware sector. The latest salvo has been fired by Bunnings with news that it has attempted to register the trademark of Masters in New Zealand.

The practice of owning a name separate from your trading name, and not having any intention to use it, is known as “squatting”.

According to intellectual property and trademark lawyer, Michael Bucks, a trademark is more important than a business name,

“The trademark is the supreme trading right. You have to have a bona fide intent to work within the market in question and if you’re not using the trademark or don’t have a bona fide intention to do so that’s ground for opposition.”