About trademarks

POWER

The trade mark is a key element of company policy: enhancing its value means holding on to or acquiring market shares.

The businessman's tasks are not confined to organization and production. A company's goods and services, as well as its image, must be visible on the market. The trade mark is an indispensable instrument for communicating with the public.

It enriches and enhances the consumer's relationship with the goods and services by associating distinctive values with them.

The trade mark does not just identify the origin of goods: it establishes a relationship with the consumer based on trust by staking the company's reputation and offering a guarantee of consistent quality.

A trade mark is a capital good. It can be commercially exploited by licensing, franchising, merchandising and sponsorship. As a marketing tool it may even constitute the company's main asset.(*)

(*) Office of Harmonization in the Internal Market