Our most recent story on the trade mark of the month reveals that more and more efforts are being made to reach military clients with strong and memorable marks – even though it might seem that defense industry products are identified only by dull combinations of letters and numbers.
A great example of a memorable name is our current trade mark of the month, THeMIS – the name Milrem uses for its unique tracked vehicle. Gert Hankewitz, Milrem’s Head of Marketing and Communications, recalls that finding a suitable name for the vehicle involved several brainstorming sessions and took quite a bit of time and energy.
THeMIS is a tracked vehicle, the most basic version of which can be used by soldiers for transporting equipment. However, when weapon systems or surveillance equipment are added to the vehicle, it becomes a serious opponent – one that is sent into battle before soldiers, helping to prevent loss of human life.
“Milrem protects its intellectual property to maintain its competitive edge and strengthen its brand. In the defense industry, where our main clients are governments and armed forces, the spread of cheap counterfeit products isn’t a major issue, because buyers are well-informed. However, we do have to protect ourselves from malicious actors and phishing claims,” explains Hankewitz, highlighting why protecting their intellectual property is important to Milrem.