What is a trademark or brand? A trademark is a combination of letters, words, sounds or designs that…
A trademark is a combination of letters, words, sounds or designs that distinguishes one company’s goods or services from those of others in the marketplace. It is important to a company to protect its trademark rights because over time, a trademark comes to stand not only for the actual goods and services but also for the company’s reputation and brand. By registering the trademark before competent authorities, it is protected under law from misuse by others and exclusive rights to exploit are granted to proprietor.
Trademark owners doing business internationally should adequately exploit their trademark rights to maintain or increase the reputation and value of their mark and seek to protect those rights in jurisdictions where commercial use of the mark is being or will be made. They must also develop an awareness of the significance of their mark outside any country’s boundaries, given the increasing presence of brands in the global market, in order to protect the markets for their goods and services as they introduce their brands to new markets. Consequently, trademark owners need to adopt an international trademark strategy to control, preserve, and protect their rights worldwide.
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