THE ROLE OF TRADEMARKS IN MARKETING.

SAVICA DIMITRIESKA
TANJA EFREMOVA
ALEKSANDRA STANKOVSKA

 

Abstract

Brand is defined as an unique design, name, sign, symbol, word or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. At the same time it is associated with a quality, credibility and satisfaction in consumer’s mind. Brand is a promise that helps consumers in their buying process. It represents the most valuable intangible asset that company possesses.
The legal name of a brand is a trademark. By definition, a trademark is any word, name, symbol (logo), number, colour, slogan, design, sound or smell, or any combination thereof used to identify and distinguish products from those manufactured or sold by others. Trademark is another way of referring to brands. As such, trademarks need careful handling, care, nurturing and protection; otherwise they may lose value, be stolen or simply be destroyed or lost. Choosing and defending a trademark is often a very important part of a company’s marketing strategy.
Brands can be protected and unprotected. Unprotected brands are famous and popular and can afford not to be protected. However, a better option for companies is to protect their brands. In this modern world, where there is a trend of deregulation of businesses and industry and liberalization of international trade, along with revolutionary changes in business models and the advance of IT and communication technology, the need for brand protection is enormous. The subject of protection may be a name, logo, color, slogan, design or a combination thereof. However, there are certain questions about protecting brands regarding what can and can’t be protected as a trademark, what are the most used trademarks, what are their advantages and disadvantages, how to choose brand’s elements that need to be protected, etc. This paper aims to answer these questions as trademarks are very important for business and marketing.


Key words

trademark, brand, protection, brand identity, differentiation, marketing


JEL Codes: M31


References

Clifton and Simmons, (2003), “Brand and Branding”, London, UK, p.15
Dumb Little Man. Tips For Life (2009), 5 Simple Ways to Protect Your Brand, Available at: https://www.dumblittleman.com/5-simple-ways-to-protect-your-brand/ [Accessed 6 March 2018]
Erixon Fr., Salfi, M. (2015), “Building Value: The Role of Trademarks for Economic Development” at ECIPEhttp://ecipe.org/app/uploads/2015/11/Policy-Brief-Building-Value.pdf
Geertjan De Vries, Enrico Pennings Joern H. Block (2004), “Trademark or patent? The effects of market structure, customer type and venture capital financing on start-ups’ IP decisions”, USA
Hennessey, W. O., (2008) “The Role of Trademarks in Economic Development and Competitiveness” Franklin Pierce Law Centre
Landes, W. M. (2011), “A Handbook of Cultural Economics”, II edition, Edgar Elgar Publishing, https://econpapers.repec.org/scripts/search.pf?ft=copyright
Lombard&Celiebter (2009), Reasons Why Trademarks Are Important to Your Business, Available at: http://www.lgtrademark.com/wp-content/themes/nextclient/media/Reasons_Why_Trademarks_Are_Important_to_Your_Business.pdf [Accessed 20 Feb 2018]
Reizbos R, (2003), “Brand Management”, Pearson Education, USA, p.173-177
SOIP, The State Office for Industrial Property, Available at: http://www.ippo.gov.mk/MK/Index_mk.aspx [Accessed 15 March 2018]
Upcousel, Intellectual Property Protection, Available at: https://www.upcounsel.com/intellectual-property-protection [Accessed 23 Feb 2018]
Volpe and Koenig, P.C. (2006), “Protecting Your Innovations: Obtaining, Maintaining and Sustaining Intellectual Property Rights in Your Brand, Products and Processes”, Institute of Food Technologists Annual Meeting and Food Expo
WIPO Magazine (2002) The Role of Trademarks in Marketing, Available at: http://www.wipo.int/export/sites/www/sme/en/documents/wipo_magazine/02_2002.pdf [Accessed 15th Feb 2018]
WIPO World Intellectual Property Organization, What is Intellectual Property?, Available at: http://www.wipo.int/about-ip/en/ [Accessed 27 Feb 2018]


Full Text: PDF (English)

Get loans online here https://cashspotusa.com/bad-credit-loans-city/.