In order to protect users and the trade, it is imperative that imitations are kept out of the market' and users must be protected from inferior and dangerous products, warned a toolmaker recently.

Wera Werk Hermann Werner (Wuppertal, Germany), the market leader in high quality screwdrivers, holders, and bits for craftsmen and industry, gave an insight into their trademark protection strategy at the Hardware Fair/Practical World 2006. As the manufacturer emphasised to the press, this strategy was a significant prerequisite for the international success of a company in the tool manufacturing industry. 'In order to protect users and the trade, it is imperative that imitations are kept out of the market', said Martin Strauch, Wera's managing director.

'End users must be protected from inferior and dangerous products.

This ensures that the user can rely on the tools and results of his work using these tools.' The trade is also protected by a well considered trademark protection strategy, as the user will remember where he bought inferior goods.

'The trader's margins are also protected by safeguarded innovations,' Wera stated at the fair.

With more than 300 trademarks, Wera is a leading innovator in its sector.

Thanks to worldwide market surveillance and immediate action in cases of trademark infringement, the Wera brand has not suffered, in contrast to other European competitors.

This is precisely because imitations are taken off the market immediately, and stocks as well as means of production from Chinese manufacturers are seized and destroyed.

This has happened several times in recent years.

In this way in the past, Wera has been able to successfully protect, amongst others, its most famous trademark, the Kraftform handle from counterfeiters.

In China itself, Wera has built up a network of lawyers and private detectives.

This ensures that anyone making imitations is not merely uncovered, but they are also prosecuted, brought to court, and sentenced.