Selecting or building the brand is an essential process because it plays an important role in your company’s marketing strategy. If so, what is the best brand to represent your product? There does not appear a “immutable” rule, but consider the following:
To be registered, an proposed trademark has to fulfill the legal standards.
If the trademark consists of one or more words, it is essential to ensure sure that they are easy to read, write, pronounce, and remember and appropriate for advertising across all media;
Words should not have complicated meanings in your native language or the languages of other export markets.
Trademarks must not be either identical or confusingly comparable to registered trademarks, and the connected URL (Internet address) must be registered.
When selecting one or more words for a trademark, consider the following effects:
Self-created or imaginary words. They are created without real meaning or content. Because they are unique, self-created words are easier to protect. However, they have the adverse of making it tougher for customers to remember and requiring greater effort in promoting the goods. Kodak and Exxon are examples.
Customized branding. Those are terms with meanings unrelated to the advertised product. This sort of trademark is simple to protect, but it requires more promotion to make a relation between the brand and the product in the mind of the buyer. Computer companies such as Apple and Sun are examples.
Recommended brand. It is a trademark that implies one or more product features. The benefit of suggestive marks is that they can be used to advertise. However, it might be risky that certain countries will regard the suggested mark as a description of the goods and reject to register it. Coppertone is an example of a recommended brand for sunscreen.
Avoiding trademark imitations is critical, regardless of the type of trademark you select. The registration of a trademark that is somewhat different from that of a rival or that is spelled incorrectly may be rejected.
