Any person desiring to register any brand, as provided by Sections 34531 and 34562 of the Food and Agricultural Code, shall file a properly executed application on a form supplied by the Department of Food and Agriculture of the State of California, whereupon the department, after holding for a period of three weeks during which time the proposed brand shall be advertised in one or more newspapers of general circulation published in the locality in which the principal place of business of the applicant is situated, and if at the end of such period there appears to be no contest of right or ownership to said brand, the department will upon receipt of an affidavit of publication, formally register such brand as the correct and legal designation for the property of the applicant.