What is a brand?
A brand is an image in the mind: it is made up of visual impressions, values and stories that are associated with a brand name or logo.
Technically, a brand is a unique identifier, symbol or name that identifies a product, service or company and distinguishes it from others.
Is a logo a brand?
A logo is a trademark. But a brand is more than a logo. For a logo to become a strong brand, the brand must be built and communicated in a targeted manner. Nevertheless, the logo is a key element of the trademark: it is one of the most important intangible assets of a company. Strong brands therefore establish comprehensive legal protection for their brand names and logos to prevent imitators from bringing similar trademarks into circulation.
How to build a brand?
A brand is created through communication and perception. For a well-managed brand, the positioning of the brand matches the perception of the brand.
What is the purpose of a brand?
A strong brand contributes to sustainable growth and higher profitability. This is realized, for example, through a stronger communication effect, higher implementation efficiency, an increase in brand preference – and the enforcement of a price premium.
How much is a brand worth?
Brands are intangible assets. The most valuable brands in the world are calculated to be worth several hundred billion US dollars. The prerequisite for a high brand value is a strong, well-known, preferred brand that enjoys the trust of its stakeholders and makes an exceptionally strong contribution to business success. Strong brand protection is also essential.
How to protect a brand?
A unique brand can be registered as a word mark and as a figurative mark in regional and international trademark registers and thus protected against unauthorized use by third parties. Numerous rules must be observed in order to develop a registrable trademark. Monitoring trademark protection is the responsibility of the company that has registered the trademark. |
