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.
Read the full article here.