Which is more effective? Trademark image or wordmark (slogan)

 

A trademark is a word, image, slogan, or a logo that connects the product with its developers. A trademark can take many forms, and all the shapes attempt to create a differentiated and distinctive image of the product. The trademark should be such that it leads the viewer to the source of the product. Consider the Nike swoosh symbol. The symbol demonstrates an arc of movement. The symbol builds mythological associations of the Nike brand with victory, speed, and flight.

 

A trademark usually comprises three major elements. These include the logo, the company name, and a slogan. The question then arises which of these elements is the most effective and which component should be registered for a trademark. It is also possible to register the entire thing with all three elements as a trademark. However, it becomes too complicated for a company to protect and preserve all aspects of a trademark. Also, people can resort to manipulative techniques and making a slight modification in the entire thing to claim their trademark different.

 

The question one should ask regarding trademark is what specific element provides uniqueness to the brand. It is always recommended to register particular elements of the trademark. A wordmark or a slogan is the most effective and most influential element of a trademark. However, the registrability of the word mark is highly complex. After all, how one can own a word such that no other individual or organization can use the same word in any corporate or business setting? The name may be a surname for someone, geographically oriented, or creating confusion with another trademark. Ghosh (2018) argues that there is an ongoing debate over trademark protection and free expression. There is also a significant group of people that believe in economic liberalism. These people advocate multiplicity of viewpoints in the ideas' market. Ghosh (2018) describes that trademark laws blur the line between creative speech and commercial agreements for attracting consumers in the marketplace.

 

Due to these factors, the effectiveness of a trademark should be evaluated concerning two aspects. The first aspect is the appeal and attraction of the trademark. At this front, the word mark or a slogan portrays a prompt and robust message of the brand. Also, the word mark enables making the slogan an integral component of the daily conversation and discourse. The second aspect is the protection and copyright aspects of the trademark. In this context, a trademark image is a good option because it can provide a sufficient level of protection to the brand image and its logo. The company should also have a comprehensive understanding of the international trademark rights systems (Lim, Moon, Kim, & Lee, 2017). The marketing department should evaluate what features of the trademark will be entered and protected in the rights classification system. It is also recommended to register the trademark image without the name of the company included in the image. It will shield the organization from the inherent limitations and complexities associated with the ‘world of words.'

 

 

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