What is trade mark?
A trade mark can be a letter, number, word, phrase, sound, smell,
shape, logo, picture, aspect of packaging or any combination of these,
which is used to distinguish goods and services of one trader from
those of another.
Or
A trade mark is a word, phrase, slogan, symbol or design which may be
used to identify the source of goods or services. It acts like a badge
and provides the holder with the exclusive right to use the mark for
the holder's goods and services and prevent other persons or businesses
from using the same mark for their own goods and services as a means of
benefiting from the holder's existing business or goodwill. Trade marks
may be registered under statute or simply exist at common law.
Download TRADE MARKS ACT, 1999.
What is Brand?
Brand is much more than a trade mark or a logo, it’s like
differentiating a final product from the raw material. Trade Mark is
used to identify the source of a product and distinguish it from
others, where as Brand is a promise of quality and authenticity that
the customer can rely on, in fact brands are contrasting with
commodities. Brand Equity in short can be defined as the added value
provided to a product or a company by its brand name.
Brand building has much higher rate of return than most other
investments made by the entrepreneur, major part of profit does not
accrue from manufacturing but from branding. Creating a power brand
involves blending of resources in a unique way. Branding is fundamental
part of how we think about life. Brands are no longer limited to
product along with service sector even countries, places, people and
political parties are focusing on building brand
HOW CAN THE INSTITUTE HELP?
Trade Mark is a prerequisite to Brand Building and the journey from
Trade Mark to Brand and Brand Equity is tedius and needs proper
blending of resources, mere advertisement does'nt help. Therefore,
corporates
need to be very cautious while going through the journey from Trade
Mark to Brand Equity.
The Institute can help you in:-
- Selecting the right Trade Mark and the path for Registration of National and International Trade/Service Marks
- Establishing Mark as well known mark for greater Protection
- Formation of Strategy from Trade Mark to Brand Building
- Analysis of Existing Brand Strategies and its impact on creating Brand Equity
- Selling, Buying, Franchising, and Licensing Trade Marks for larger networking
- Trade Mark protection and Infringement Watch
BRAND BUILDING STRATEGY
Brand is much more than a trade mark or a logo, it's like differentiating a final product from the raw material. If you are in a business and you are not branding, you are three steps behind every one else. It is no longer enough to be the best, you need to stand out and if you don't, you don't get noticed. Brand building has much higher rate of return than most of investments made by an entrepreneur. At the same time Brand can die if unwisely expended to inappropriate goods/services.
The Institute can help you in:-
- Understanding the real issues of Corporate Branding and Product Branding, which are different subject matters
- Creating a power brand, which involves blending of resources in a unique way; the Institute can assist and suggest the perfect route to blend these resources to formulate perfect strategy.