| A trademark is any sign which, in the course of trade, can distinguish the goods or services from those of other undertakings. Trademarks are often also used as indications of a certain quality or life style (such as Lancome® trademark represents the luxury cosmetics) or as a marketing tool (such as the IKEA® and VOLVO® marks, which are featured not only on furniture but also on their services). A well-constructed trademark strategy may help you winning the reputation and market share on a cost-efficient basis. It is important for a company to understand how to protect its trademark and how to choose its trademark strategy. |