In legal terms, a brand is an image or name associated with a company for the purpose of identifying that company’s goods or services in its market. In reality, it is much more than that. A brand is embodied in everything a company does or doesn’t do and customers form opinions about the company based
Category Archives: Building Your Brand
McDonald’s does it. So does Harley Davidson, Microsoft, and Honeywell. These companies generate revenue and expand market presence by licensing their trademarks, copyrights and patents. Licensing works because it benefits both the owner of the property (Licensor) and the user of the property (Licensee). The Licensor generates revenue and increases market presence, using what it
Imagine that you are a small company that wants a name that is easy to clear and use. Something that you can be identified with. It feels natural to select the name of the founder as the name of the company or the company’s main product. And in many cases, it’s a good choice. But
Patents, trademarks, copyrights and trade secrets are often lumped together under the heading “intellectual property rights”. While this is be helpful shorthand when writing an article, it sometimes leads to misunderstandings as to how these very different rights are secured and maintained. These misunderstandings can lead the owner of the various intellectual property rights to
Trademarks and Service Marks have their own special language. Here are some terms that will help with understanding just what we’re talking about. Trademarks and Service marks are words, pictures, colors, sounds, and smells that uniquely identify your goods and services in the marketplace. Trademarks are applied to goods. Service marks are applied to services.
Trademarks and service marks are the words and symbols that identify your company’s product and services to the public and in the marketplace. While symbolizing your goodwill, these marks also tell your customers where to find you and distinguish you from your competitors. They are valuable assets of your business. From the legal perspective, a