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HomeTrademark. Bulletin No. 3, September 2020
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Consumers are exposed to trademarks daily. Some brand names are so pervasive that they have become generic terms to describe all brands in a product category. Trademarks do not even need to be a word, as the Nike logo proves. The “Swoosh” is recognized globally, regardless of language or cultural background. The fact that consumers so easily associate signs with brands and companies as well as the values and attributes they stand for is their biggest advantage. This association between brand and product is not a result of chance, however. The companies behind these products have created a name and design uniquely representing their product concept, which is distinguishable from others on the market. Registering their intellectual property as trademarks has protected their assets from competitors. Proper brand management through trademarks results in a loyal consumer base. Seeing a familiar trademark instantly leads to recognition, long-term consumer preference and, ultimately, boosts sales. Thus, trademarks become the face of a business and are one of the most important factors in a company’s growth.
- Publicat(ă) la:
- Autor(i) instituţional(i): Executive Agency for Small and Medium-sized Enterprises (Comisia Europeană)
- Teme: Brevete – Protecția proprietății intelectuale
- Subiecte: acces la informație , creștere economică , domeniu de activitate , licență pentru brevet , marcă comercială , piață unică , protecția consumatorului , întreprinderi mici și mijlocii
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| ISSN 2599-9427 | ISBN | DOI | Număr de catalog EA-AG-20-001-EN-N |
- Released on EU publications website:
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