A trademark is any unique word, symbol, name or device used to identify and distinguish the goods of one seller from the goods of another. A trademark allows the seller to protect what's trademarked from use and/or misuse by competitors while building brand loyalty among repeat customers. Trademarks also help prevent confusion or manipulation of consumers, who come to associate distinct attributes--in particular, quality--with a distinct brand.
From a branding perspective, the following are assets that can be protected: logos, names, tag lines and packaging. However, these assets can only be trademarked if they meet certain qualifications. A word or phrase that's commonly used or already connected with another product or service in the same industry cannot be trademarked. However, if your name is generic but used in an industry not typically related to the meaning of the term, you may be able to trademark it.
As a general rule, you can trademark your business name if you use it when advertising directly to your customers. If you don't use your business name in direct communication with your customers, you probably can't, because you're not connecting your name to your brand and its attributes. If your business name will be a large part of your marketing, you should consider trademarking it.
By the end of this certification training course, participants will learn to:
Definitions and Concepts
The Brand and the Customer
Brand Equity and Brand Value
Building Brand Portfolios
An Overriding Principle
The Challenges of Branding
Designing Brand Identity
All those involved in decisions and actions impacting the health of the brand. It is also of direct interest to marketing, product and brand managers and supervisors. The concepts introduced are also of key importance to those managers who chart the overall strategic and operational policies of the company.