Trademark Development
The development of a brand destined to become a trademark later on begins with the search for an identifying mark
for the goods or services to be marketed as products under the future trademark. Product perception, product
anchoring, and the product message are key aspects of this process. This is where the seeds of a future brand
identity are sown. Later on, the brand identity will define how the product is perceived on the market and what
image the future trademark will have. A primary goal in this process of creating a brand is to acquire
trademark
protection for the identifying sign or signs, which could be a name or a figurative sign, for example.
More...
Trademark Management
After the brand has been developed and launched on the market, the next step is to impart the desired brand
identity to the young trademark through advertising and other PR activities and to cultivate this identity
throughout the life of the trademark. This cultivating process will be dictated by rules of marketing, for as
time goes by, the trademark will be subject to changes in the way it is used. The matter of use is a vital point
that influences the legal strength of the trademark — its so-called distinctiveness — and the legal validity of
the trademark protection. For this reason, marketing decisions need to be reviewed continually with regard to
trademark law throughout the trademark management period. Not only does a trademark need to be powerful from
a marketing perspective; it should also be legally enforceable in a way that secures its claim to exclusiveness. More...