Trademarks

What is a trademark?

A trademark is a sign that identifies the goods or services of a particular company or provider. It can be a word, phrase, logo, symbol, image, or even a unique sound or color. The main purpose of a trademark is to distinguish one company’s products from others in the market.

For example, when you see the Nike logo or the word Coca-Cola, you immediately recognize the company and its products. This sign guarantees that the quality and services meet certain expectations and allows consumers to choose between competitors.

Why trademarks are important

Trademarks are important not only for companies but also for consumers. They serve several key functions:

1. Identification – helps consumers quickly recognize a product or service.
2. Branding and marketing – creates associations, increases brand recognition, and adds value.
3. Protection from copying – prevents unauthorized use of your brand.

Imagine a small startup selling eco-friendly bags. If someone else uses a similar logo or name, consumers may get confused. A registered trademark protects your brand and reputation.

What can be a trademark?

• Word or brand name – e.g., Apple, Google.
• Logo or design – a recognizable symbol (like Apple’s apple).
• Slogan or phrase – e.g., “Just do it” for Nike.
• Shape of a product or packaging – unique bottle or box design.
• Sound, color, or smell – possible in some jurisdictions.

How to register a trademark

1. Uniqueness check – ensure no one else is using a similar sign.
2. Filing an application – with the national patent office or international systems (like WIPO).
3. Examination and publication – application is checked for compliance.
4. Certificate issuance – after approval, the mark becomes an official trademark.

A registered trademark provides legal protection: if someone uses your sign without permission, you can demand it stops and claim damages.

Duration

Most trademarks last 10 years, with the possibility of renewal. It is important to keep the mark active and renew registration on time.

Examples

• Coca-Cola – word and bottle shape
• McDonald’s – logo and slogan “I’m lovin’ it”
• Apple – word, logo, packaging color

Tips for beginners

• Choose unique and memorable names.
• Avoid generic words that cannot be registered.
• Check trademark databases to avoid copying others’ marks.
• Use the mark regularly to strengthen its legal protection.

Summary

Trademarks are a key tool for brand and reputation protection. They help stand out, build consumer trust, and prevent fraud. For any business aiming to grow nationally or internationally, registering a trademark is an important step.