What is a Trademark?

A trademark identifies the goods and / or services of the owner of the mark. It provides protection to the owner of the mark by ensuring exclusive rights to use it to identify goods or services, or to authorize another to use it in return for payment.

A trade mark may consist of words, numerals, drawings, signs, symbols, colours or combinations thereof.

Your trademark can be a brand name, a slogan, a logo or a specific shape or a combination thereof, for example:

• Brand name e.g. Coca Cola or Aquafresh
• Slogan e.g. Let your fingers do the walking
• Logo (or device) e.g. the MacDonald's "M"
• Specific shape e.g. the Coca Cola bottle
• Colour e.g. the Edgar's red square

A trade mark is a capital asset and your business's most important marketing tool. The consumer identifies your company's goods and services with the distinctive features of your trade mark and may lead to brand loyalty.

• Benefits in Registering a Trademark
• Guidelines to Deciding upon a Registrable Trademark