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Trademarks do more than signify source

December 10, 2008

Analysis of:Trademarks help protect against consumer confusion | www.reporternews.com

The article is a decent first cut at an important element in brand building. Brands incorporate trademarks but are not the same. Trademarks signify source (that's why they are adjectives not nouns) but brands incorporate the history of a company, its reputation, customer service, quality etc. Often brands and trademarks are one and the same. As such they do more and are more important than merely selling product. They convey the entire message of a company. In addition, although some may not be aware, it is far easier to expand a trademark into additional products than it is to build a new one from the ground up. In these times, finding competative shelf space is made easier if the brand is already well known. Finally, in terms of protection, a cohesive, worldwide strategy to protect the brand is critical. Not only will such a strategy protect one of the major assets of a company; the money made from the sale of fakes goes to all the wrong people, in all the wrong places.

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