Many businesses understand the benefits of trademarks for their products and services, in protecting them from the time and monetary investment in developing those products and services. However, many organisations and businesses are unaware of the need to register these trademarks to comprehensively protect their brand and business offerings.
Without the security of a registered trademark, a business risks losing the investment, or minimising the effect of, developmental and marketing efforts that it engages in. Competitors in the same or similar industries could potentially own a trademark with comparative qualities and identity in order to market products and services that replicate the business model. This could not only affect the revenue generating capability of the business by increasing the level of competition in the marketplace, but could lead to a damage of the image that has been created; resulting in a lower perception of quality by current and potential customers. Given the importance of securing your investment made in the marketplace, as well as securing the business future, legally registering the interest through the trademark application process is essential.
Applying for a trademark application, and upon finalisation, provides numerous benefits to the business, including that they are able to strongly differentiate their identity and products in the marketplace from their competitors. Furthermore, the trademark can act as a marketing instrument which empowers a company to control the image and perception presented to the market. An important commercial asset, applying for a trademark application can provide a level of quality to consumers, guaranteeing potential buyers of the quality of the products and services being sold.
The brand and logo of the company is the physical representation of the quality of the business. Successful logos and brands evoke instant feelings of trust, credibility and a desire by the consumers to purchase from the brand in question. This is why it is imperative that a trademark application be processed for the company’s design work, images, colour, fonts and other components that make up the logo and brand.
Since the inception of the internet, people have been turning to the web to source important information; and with the recent trends in websites providing online assistance and purchasing, a majority of consumers are turning to the internet to source information and purchase online. Trademark applications are no exception, with industry leading business protection companies developing software and wizards which guide the user through the trademark application process; alerting the user to important issues and prompting where other additional information may be required.
Source by Rachel K Dawson
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