A trademark is a powerful means to communicate a company’s brand identity to the public. When the use of the trademark, such as a symbol, word, name, logo and other device has the effect of creating a mental association between it and the company’s products and services, the symbol has acquired trademark significance and value for the company.
A distinctive trademark maximizes the effectiveness of the communication and greatly contributes to the value of the brand. Successful companies know this: They adopt strong trademarks as a symbol for their brands to create awareness as to what they can and will do over time for the public and to differentiate them from other competitors.
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