Presentation for the 6th Erasmus + meeting in Poland.

1. TRADEMARKS
HOW TO SELECT A SUCCESSFUL ONE.
6th project meeting in LODZ, POLAND
26th- 30th September 2016
2015-1-TR01-KA219-021988 1

2. CONTENTS
 What is a trademark?
 Why is it important to select a good trademark?
 Types of trademarks. Analysis of the robustness
 What is a logo?
 What is a slogan?
 Linguistic resources to make a slogan
 Evolution of a trademark
 Points to be considered to get a successful trademark.

3. What is a trademark?
A trademark can be a text (word), logo, symbol (unnamed),
design (three-dimensional), color, sound, or a unique
combination of the above elements, that identifies and
distinguishes the origin of a product and differentiates it from
any other.

4. A trademark must be registrable and so law will protect
and nobody else could use it.
What is a trademark?

5. A trademark is more than identifying a product or service
easily; it is the symbol of quality, reliability and
distinction.
If it captivates the audience and attracts new people, the
business can grow in ways that nobody may have
imagined.

6. Types of trademarks: word markts
The strongest inclination of the entrepreneur is to designate a
descriptive mark based on a name that describes the product
or service offered, such as “The Laundry Service of Miami".
That use of generic words like "Laundry" to establish a mental
association with the product or service offered are very weak
and are not registrable

7. Among the stronger word trademarks, there are those who use
acronyms as a secondary identification. For example, few people
today remember that the powerful trademark 3M™ is the acronym
of Minnesota Mining and Manufacturing trademark or that
International Business Machines™ is represented by the acronym
IBM™.
Types of trademarks: word markts

8. The best word marks are those that are arbitrary or
fanciful.
The designation of a fruit name for a computer is arbitrary
and although it took some time until the public associated it
with a computer once accepted, this is much stronger
than a merely descriptive trademark.
Types of trademarks: word markts

9. Perhaps the strongest trademark could be a logo (a drawing, a
shape ), because a drawing is worth a thousand words.
These trademarks are powerful symbols that acquired its own
meaning ,in association with products that they represent, with
the pass of time, through investment in advertising and
disseminated by public recognition.
Types of trademarks: symbols

10. Less common trademarks but which create strong partnerships
with consumer are those trademarks associated with colors or
sounds.
This kind of trademarks are used not only to distinguish the
product or service but as a distinctive element that helps to
identify competitors.
Types of trademarks: colors and sounds

11. Sounds are used as trademarks in media that can be transmitted, such as the series of
notes that identify the company.
Types of trademarks: colors and sounds

12. Many companies use a logo (symbol and letters) as a
trademark of their products or services.
LOGOS AND SLOGANS
A logo is the combination of a symbol or drawing with
letters (ussually one or two words)

13. And this is often reinforced with a text or slogan.
LOGOS AND SLOGANS

14. WHAT IS AN ADVERTISING SLOGAN?
A simple and catchy phrase accompanying a logo or
brand.

15. Rhymes Imperatives
1st Person RETORICS
Positive messages
METAFORES
WORD PLAYS NEW WORDS
SLOGANGS: LINGUISTIC RESOURCES
The commercial language uses linguistic resources to call the
attention of the consumers.
And now some examples…..

16. WORD PLAYS
Publicity of the city of Amsterdam, plays in English
with “I AM sterdam”
SLOGANGS: LINGUISTIC RESOURCES

17. SIMILAR WORDS
SLOGANGS: LINGUISTIC RESOURCES

18. It plays with “aerodinamic” and “dynamite” giving both
meanings.
SLOGANGS: LINGUISTIC RESOURCES
NEW WORDS

19. RHYMES
SLOGANGS: LINGUISTIC RESOURCES

20. IMPERATIVES
SLOGANGS: LINGUISTIC RESOURCES

21. POLYSEMY
SLOGANGS: LINGUISTIC RESOURCES

22. WORD PLAYS
SLOGANGS: LINGUISTIC RESOURCES

23. Possitive messages
SLOGANGS: LINGUISTIC RESOURCES

24. Evolution of a trademark
As society evolves, so
trademarks do …..
Sometimes only smoothing
the symbols others
changing them. And often,
erasing the name.

25. As society evolves, so
trademarks do…..
Sometimes only smoothing
the symbols others
changing them. And often,
erasing the name.
Evolution of a trademark

26. As society evolves, so
trademarks do…..
Sometimes only smoothing
the symbols others
changing them. And often,
erasing the name.
Evolution of a trademark

27. As society evolves, so
trademarks do…..
Sometimes only smoothing
the symbols others
changing them. And often,
erasing the name.
Evolution of a trademark

28. As society evolves, so
trademarks do…..
Sometimes only smoothing
the symbols others
changing them. And often,
erasing the name.
Evolution of a trademark

29. As society evolves, so
trademarks do…..
Sometimes only smoothing
the symbols others
changing them. And often,
erasing the name.
Evolution of a trademark

30. As society evolves, so
trademarks do…..
Sometimes only smoothing
the symbols others
changing them. And often,
erasing the name.
Evolution of a trademark

31. Points to be considered to get a successful
trademark
 Selecting a good trademark is important to get successful
bussines.
 A good trademark has to be registrable, creative
,distinguishable adaptive and original.
 A good design involves selecting a good name, symbol and
slogan.
 The success of the trademark requires time, investment in
advertising and dissemination.

33. References
http://www.juliocguerrerob.com/index.php/news/item/70-
how-to-select-a-successful-trademark
https://en.wikipedia.org/wiki/Trademark
http://webneel.com/company-logo-evolution-history-brand
https://www.thebalance.com/how-to-select-a-good-trademark-
2948672