What is a trademark?
Trademarks are and remain the property of your company provided that you register and use them properly. Your trademark could be one of your company’s most important assets. Your trademark amounts to more than a name, logo or symbol alone: it defines your company, is distinctive and makes it possible for it to be identified and recognised. Your trademark enables you to stand out from the competition; it helps consumers to make their choice.
The added value
The trademark adds value to the product or service in terms of how it is rated by the consumer. The psychosocial significance of a brand can be the decisive factor for the consumer when it comes to buying a product or service. Good examples are familiar giants such as Nike, Coca-Cola and McDonald’s.
A trademark creates an emotional bond between the product and the consumer. This bond gives trademarks additional value and creates more loyal customers, who are willing to pay more for a product or service.
European trademark law
It has been possible since 1996 to obtain trademark protection for the whole European Union via the Intellectual Property Office (EUIPO) in Alicante, Spain. This ‘community trademark’ is subject to harmonised European legislation. The European trademark covers a period of 10 years with unlimited extensions.