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.
Some trademarks receive stronger protection than others. A strong trademark is one that draws a mental connection between the brand owner and the public. The mental connection is created by a direct association between the trademark and the goods and services being offered.
As a result, a strong trademark helps create brand loyalty and support for repeated businesses, which in turn helps drive long term, sustained growth and profitability.
Very often this mental connection is a major component of the brand value, contributing to its owner’s competitive edge over its competitors. And, it is this connective attribute of the trademark that gives its owner the legal rights to prevent others from infringing on their mark.
