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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