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Why Trademarks Matter to SMEs

Trademarks are signs used to distinguish in the marketplace the goods or services of one enterprise from those of other enterprises. They allow customers to identify a business as the source of a product or service.

1. Trademarks are the basis to create a company’s brand and reputation: they create a relationship of trust with customers, which enables a business to establish a loyal clientele and enhance the company’s goodwill.

Trademarks allow consumers to base their purchasing decisions: they capture the consumer’s attention and make products stand out.

Trademarks help prevent consumer confusion: they indicate the source of the products and a consistent level of quality

source: WIPO

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