Trademark

1. Branding and Trademarks
Dr.Gurumeet C Wadhawa
Karmaveer Bhaurao Patil College Vashi

2. Branding and trademarks are
keys to success in business and
in the global market

3. What is Branding
 Branding -- is the process by which the name or the
identity of a company, an enterprise, an organization
(etc.) is communicated.
 Branding allows a company to differentiate its products
and services from the competition by creating a bond
with its customers. It aims to take a position in the
marketplace and create customer loyalty.
 It is the way by which companies launch and sell goods
& services, communicating the essence of new products
and lines, highlighting why it is great and better than all
competing products.
 It reflects in general a prestigious (aesthetic) image in
order to attract more consumers.

4. Successful Branding
CATCHES THE CONSUMER’S CURIOSITY
 DEVELOPING A BRAND IS PART OF A STRATEGIC BUSINESS
PLAN
 Target what customers care about: Articulate precise values
and qualities that are relevant and of direct interest
 Emphasize features that are both important to consumers and
quite differentiated from competitors
 Sell the brand outside (but also think about motivating your
partners & your employees in the development of your
brand).
 Keep the brand flexible, create multiple variations and names
for your products, imagine in advance a rich collection of
packaging

6. C1 - corporate
identity for
industrial
companies
OmegaTech, paintwork
material production
Anton Smirnov (Russia)

7. Sample of branding -
corporate identity for
retail (supermarkets,
shops, boutiques,
bars and restaurants
(Maraschino, Bar's name refers to a
authentic liqueur which has been
produced in Zadar area (Croatia) for
decades
Studio Cuculic (Croatia)

8. Froggy, computer
production and repair
Zebra design branding
(Russia)

11. What is a Trademark?
 A BRAND NAME - A KIND OF VISIT CARD THAT
PROMOTES THE IMAGE OF A COMPANY AND
ITS RANGE OF GOODS & SERVICES.
 “A sign distinguishing goods or services
produced or sold by one enterprise (from
those of other enterprises)”.

12. A TRADEMARK IS MADE OF :
Any Distinctive Words, Letters, Numerals,
Pictures, Shapes, Colors, Logotypes, Labels
 Examples:

13. Less traditional forms