FOR ROCK CLIMBERS and other outdoor enthusiasts, it was a relief when the comfy Mojo sandals came out in 1991. These rubber sandals with their adjustable nylon straps and Velcro can be relied on for long treks and other activities in the great outdoors. That they were locally made (hurray for Marikina!) meant they were priced at pocket-friendly rates, which made the sandals even hotter.

And, as expected, copycats soon got in on the trend and made their own “Mojos.” Poor copies were sold at bargain prices in the palengke, while the better quality ones were sold at malls under different brands. Some unscrupulous business people even manufactured such sandals under the brand name “Mojo.”

Of course, the real brains behind Mojo, Joey Cuerdo, a surfer and rock climber, was incensed. He personally went after the counterfeiters who tried to pass off their footwear as Mojos.

Believing that Mojo would be a profitable brand, Cuerdo took one step further and registered Mojo as a trademark. He worked with intellectual property experts to ensure that his brand is protected. “It really makes the processes quicker, and you’re bound to make fewer mistakes,” says Cuerdo.

SME owners should not fail to take steps to protect their brand. “The brand is both a symbol of market dominance and a guarantee of quality. So it should follow that a brand is an asset every business should seriously take steps to protect,” says Atty. Anthony Bengzon, senior partner at Bengzon Negre Untalan (BNU) Intellectual Property Attorneys, Cuerdo’s counsel and attorney in fact.

“Filipinos are brand-conscious,” says Cuerdo. “They perceive brands as marks of quality. In Mojo’s case, users see the brand as practical and comfortable.” Thus it really makes sense to go after counterfeiters as their low quality may have an adverse effect on the image of the true Mojo sandals. Besides, why shortchange the consumer who is thinking he is buying the real Mojos?

Today, Mojo continues its presence, is available in various sports stores and gyms in different designs and materials, and has become a trusted brand all these years.

Have you taken steps to protect your brand?