Today we’ll be talking about the function of a trademark. As entrepreneurs and small (or large!) business owners, we know it’s important to aquire a trademark, but sometimes it’s unclear as to why. Today David will be answering the age-old question, what’s the function of a trademark and how is it tied to your identity and brand integrity? Follow along and if you have any questions, don’t hesitate to reach out! – SK

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The primary function of a trademark is to identify and distinguish one’s goods or services.  A trademark tells the consumer that the product originates with a single source and that every time the consumer buys the product, it can expect a consistent level of quality.  Trademarks also perform an important role in advertising and preserving the identity of a product and its producer in the minds of potential consumers.  Trademarks are vested with “goodwill” symbolizing not only the level of quality, but also the reputation, integrity, consistency and predictability of a product and its source.  Trademarks inspire consumer confidence and provide consumers with valuable information that impacts purchasing decisions and creates demand for products. A trademark may also provide a basis for domain name registration and legitimate Internet and social media activity.  As a result, a business’ trademarks are often among its most valuable assets.

Coverage by: David Sherman

Have a question?  Contact David at david.sherman [at] kattenlaw [dot] com