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ARTICLE · 06 SEPTEMBER 2023

Fast German Trademark Registrations Support BIMI Branded Email Campaigns

Baker Botts L.L.P.
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In May 2023, Google announced expanded support in Gmail for the Brand Indicators for Message Identification (BIMI) email specification, a helpful indicator of an e-mail sender's...

United StatesIntellectual Property
Christopher J. Palermo
Christopher J. Palermo

In May 2023, Google announced expanded support in Gmail for the Brand Indicators for Message Identification (BIMI) email specification, a helpful indicator of an e-mail sender's authenticity. To use BIMI, brand-focused message senders must have a trademark registration, which can take time, but Baker Botts' Branding, Advertising & Copyright (BAC) team has developed effective strategies for legitimate brand owners to secure the required rights and start using BIMI more quickly.

In simple terms, BIMI allows email senders to display their trademark, typically a design mark or logo, in recipients' email inboxes in association with a message subject or preview. Marketers hope that doing so will improve engagement with marketing emails and deliver brand impressions without requiring brands to purchase ad space. BIMI extends the email authentication protocol, Domain-based Message Authentication, Reporting, and Conformance (DMARC), which helps deliverability and defense

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