What is the Function of Brand?

According to Article 4 of the Turkish Industrial Property Law No. 6769, ‘Trademarks may consist of any signs like words, including personal names, figures, colors, letters, numbers, sounds, and the shape of goods or their packaging, provided that such signs are capable of distinguishing the goods or services of one undertaking from those of other undertakings and being represented on the register in a manner to determine the clear and precise subject matter of the protection afforded to its proprietor.’

According to the above-mentioned article, a brand is any sign that distinguishes the goods/services of an enterprise from that of another enterprise. The concept of ‘sign’ in question can be considered very widely: Elements such as graphics, names, logos, a person’s name, designs, numbers, letters, colors, words, package shapes, product shapes, sounds as long as they do not conflict with absolute and relative reasons can be registered.

So, what does a brand do? What is its function in our business, production, and marketing life?

A BRAND ENSURES DIFFEREANTIATION!

Your brand ensures that your products/services are differentiated from your competitors’ products/services in the eyes of your consumers. Thanks to your trademark, your customers can recognize and know your goods/services. In this way, your brand stands out among similar products/services.

TRADEMARK GIVES INFORMATION ABOUT THE GOOD/SERVICE PROVIDER!

With the acceleration of international trade, the product, and service portfolio has been increasing. Therefore, it became more important to know who the product/service provider is. At this point, the trademark makes it possible for the buyer of the goods/services to establish a connection between the brand and its owner.

A BRAND GIVES AN IDEA ABOUT THE QUALITY OF THE PRODUCT/SERVICE!

Of course, the brand cannot give any guarantee regarding the quality of the product/service you offer. However, if you constantly supply quality products/services under your brand, your brand equity rises and by time, the product/service carrying your brand indirectly guarantees a certain level of quality.

TRADEMARK MAKES IT POSSIBLE TO ADVERTISE A PRODUCT/SERVICE!

Thanks to the trademark, your customers can get to know and buy your goods/services through advertising. As the brand awareness and recognition level increases, more people will reach your goods/services, and the legal protection provided by the brand will get stronger.

As you can see, besides the legal protection it provides, the brand offers a valuable contribution and functionality to the business in many fields. Of course, one of the most important conditions for using this functionality in every sense is to protect your trademark with registration. You can contact us for all your questions regarding trademark registration: info@eternaip.com