Making a mark in global markets

Making a mark in global markets

"Trademarks are an integral part of any shopping experience. They not only attract, lure and seduce us, but also act as a quick and reliable guide to the quality of a particular product or service. A world without marks is hard to imagine. How could we, as consumers, otherwise be sure of the origin of the products and services we purchase? How would companies build up their reputation in the market and instill consumer confidence and trust in, and loyalty for, their goods and services?

Trademarks underpin brands, which are now widely recognized as key factors in creating business value. Strong brands command customer loyalty and premium prices and contribute to healthy profit margins and growth, enabling companies to distinguish themselves and their products and services from those of their competitors. Successful brands underpinned by trademark protection are a key to a company’s sustained financial viability".

WIPO MAGAZINE, April 2011