Currently, there are many misconceptions about the use of trademarks in the modern economic system. Well-known marketers reveal the concept of "trademark" in different ways. However, in the legislation of many countries, the definitions adopted by the American Marketing Association (Amirican Marceting Association) are taken as a basis. Recently, new terms have gained popularity in marketing: brand, logo, trademark, branding. The difference between a brand and a trademark is discussed in the article.
Explanation of terms
The science of signs (semiotics) reasonably indicates how a brand differs from a trademark. Experts have found that each sign has a dual nature. A trademark can be an object, a phenomenon and a symbol.
Every product has a trademark, but not every one of them has a trademark. A trademark is a corporate logo that allows the consumer to distinguish the manufactured product from analogues of competitive products.
Brandis considered a brand that has gained particular popularity among consumers. A brand is a set of characteristics and associations about the advertised product that arise in the mind of the buyer. This is a kind of mental shell created for effective product promotion.
Trademarks have some similarities and differences. How is a brand different from a trademark? There is a relationship between trademarks, which is non-linear. It can be displayed as a non-linear scheme, according to which the trademark is the carrier of the trademark, and the trademark is the carrier of the brand. The article discusses a list of the main differences between a brand and a trademark.
A bit of history
So what is the difference between a brand and a trademark? In fact, the history of the origin of trademarks has related roots. Its beginnings come from the farming of the Wild West. Shepherds, in order to distinguish their domestic animals from strangers, resorted to various methods. A hallmark was considered a stigma, which was used to identify the ownership of livestock, called the "brand". This term comes from the Scandinavian word brande, which translates as "fire".
Trademarks existed in the ancient world. About three thousand years ago, Indian artisans left copyright marks on their creations. Later, there were thousands of different pottery marks in use. The term "trademark" originatedfrom the English word trade mark. The first brand of packaged products is considered to be Vesuvinum red wine, which was produced in Pompeii about two thousand years ago.
Characteristic
What is a brand, how does it differ from a trademark? Brand structure is a combination of tangible and intangible components. Material elements describe the product itself. These include: name, emblem, slogan, etc. Intangible elements give a visual representation of the product being produced. They include: design, fragrance, personalization, etc. The main features of any brand are:
- emotional perception;
- associativity;
- recognizability;
- personality;
- increased cost.
A trademark can either consist of one element or contain several components. The main features of a trademark are: recognition, conciseness, individuality, neutrality. According to the law, any trademark must be a combination of the following elements:
- text;
- illustrations;
- combinations of colors and shades;
- objects rendered in 3D.
Purpose
The difference between a brand and a trademark is not limited to the history of the origin of trademarks. Recently, the term "brand" is closely associated with the production and distribution of anyprestigious and quality products. Branded items are an order of magnitude higher than ordinary goods. The brand makes it possible to form the target audience, influence the perception of the consumer.
A trademark is a set of differentiable features subject to registration. It is designed to enable manufacturers to protect their products from competitors and unscrupulous buyers. A trademark is a recognizable image that symbolizes a brand.
Features
Modern man is surrounded by branded items. Famous foreign brands filled the store shelves. And this is no coincidence. The brand is not only remembered by customers, but also speaks of the exclusivity of the product. A product goes into the branded category when it begins to be perceived by others not objectively, but subjectively.
A trademark is an attribute of any manufactured product. It symbolizes the logo and brand of the advertised product. She creates and demonstrates the image of the company.
Key similarities and differences
There are many products in the finished product market. Over time, it became necessary to distinguish them from each other, to distinguish them from analogues. Trademarks are created to solve this problem. Each trademark is unique. It should be recognized, remembered, and make a favorable impression on others. Trademarks serve as an indicator of the value and quality of products. They representmanufacturer in the market. However, this is where the similarity ends.
So what is the difference between a brand and a trademark? The difference between trademarks is obvious. The brand causes emotional perception among buyers, motivates the desire to purchase the advertised product. The brand name is neutral. It simply serves as an identifier for the finished product.
The brand creates an image and makes it possible to earn money. A trademark is part of the design of a finished product. This is a tool by which profits are monopolized. A brand can live forever, and the existence of a trademark is limited by law. The brand is real. He exists. The brand has been created over the years. She is virtual. Here's what a brand means and how it differs from a trademark.
Myths and reality
Currently, there are many misconceptions about the use of trademarks. For example, some buyers believe that a brand is a popular and promoted trademark. In fact, these are different concepts. A product may or may not have a brand name.
For example, all trademarks are considered to be the property of the manufacturer. Actually it is not. The trademark belongs to the manufacturer. The brand is considered the property of the buyer because it is formed in his mind.
In fact, a delusion does not cease to be a delusion, no matter how much the majority shares it. Despiteon the created myths, consumer awareness is growing, the product market is improving. In time, all delusions are exposed by reality.
