Trademarks are, at first glance, what distinguish one company from another. In a world with millions of businesses competing with each other to sell products or services, it is of the utmost importance for potential consumers to be able to identify one company from another. Many companies have very powerful and instantly recognizable trademarks that you need only show the mark, sign, or symbol to an audience and they will correctly identify the company.
A good example of strong company recognition is the Nike “swoosh.” The “swoosh” of air is immediately distinguishable to millions of people. Would Nike be as successful a company if consumers were ignorant of its trademark? Probably not. In the case of Nike, the “swoosh” is of vital importance to the marketing of its product. If a consumer relates high quality with the “swoosh,” then that consumer is more likely to purchase a Nike product. If the same consumer had no idea how to distinguish a Nike product from any other product, then the Nike product would be lost in a sea of similar products.
Words can also be trademarked to distinguish companies. The names of companies like Pepsi and Mountain Dew are two well-known and instantly recognizable soda manufacturers. Microsoft, Google, and Hershey’s are other famous examples.
Slogans can also be trademarked as well and are another great advertising tool companies use to distinguish themselves. Coca Cola’s 2006 slogan was “Do What Feels Good.” Another famous slogan is Nike’s “Just Do It.”
Trademark attorneys can assist companies with selecting potential signs, slogans, or designs. They can search slogan databases and possess a wide range of knowledge involving similar topics like patents, copyrights, and other related subjects. Attorneys in this particular field of law are also responsible for all litigation stemming from potential infringement, plagiarized material, and revocation of company registered signs, symbols, and slogans. They can also aid in other issues that may come to pass when handling the sensitive intellectual property of a company.
Trademarks should suit the company or product that a company is endorsing or manufacturing. The ideal mark, sign, symbol, or slogan should be pleasing to the eye or ear, instantly recognizable, and different from the ones used by other companies competing in the same field. When two different companies have similar signs or slogans, a consumer finds it difficult to differentiate between the two.
Trademark attorneys can also facilitate with the process of registering signs, slogans, names, or symbols for companies or individuals.