Overview
Trademarks, therefore, are essential in distinguishing products and guarding intellectual property to establish the identity of a brand as well as ownership. These marks are used not only to identify the origin of goods and services but also to prevent the unauthorized use or confusion with existing reputable marks. Trademarks, be it symbols, logos, colors, or any other thing, have been carefully crafted to evoke some specific emotions and associations with consumers, building recognition and loyalty. For example, the Coke bottle or the golden arches of McDonald's are not just designs; they represent the companies and serve as symbols. Color too, is a psychological cue influencing consumer behavior in many ways. Red for example evokes energy while blue provides trust. Sound and even scents, like Intel's jingle or the smell of a new car are sensory trademarks that distinguish the brands. Brands invest a lot in trademark strategy, using market research and legal protections to safeguard their trademarks. These strategies create strong consumer connections that lead to brand loyalty. Finally, trademarks work behind the scenes to shape perceptions and foster trust, significantly affecting consumer decisions. Understanding the strategies behind trademarks helps consumers make more informed choices in a marketplace filled with competing brands.
Introduction
The term trademark can be defined as a mark that efficiently helps us to differentiate between other products of the same kind, i.e. belonging to the same class, by denoting a particular mark to the said product. It helps to identify a product belonging to a particular company and recognizes the ownership of company over the product. Trademarks are considered as a form of Intellectual Property.
Trademark’s purpose is to protect the words, slogans, logos through which anyone can recognize the source, owner or developer of the product. Trademarks are basically used to prevent using a company’s or an individual’s products or services without their permission. It also prohibits using a particular mark which will cause a confusion with the existing mark. Thus, it means that a company cannot use a symbol or brand if it looks similar or sounds similar or has similar meaning to one that’s already exists and is considered as reputable.
The power of Shapes and Symbols
Let’s look at the sleek curve of the Coca-Cola brand or the Golden Arches of McDonald’s, these shapes or curves are not just simple designs but they are the powerful symbols which represents their companies. The coca-bottle is designed in such a way, that if you have to recognize it even in the dark or when broken on the ground, you will have no difficulties in doing so. Similarly, the golden arches have become synonymous with fast food and the comfort of a quick meal. These shapes, helps making the brand recognizable worldwide.
Therefore the shapes or symbols are so scrupulously crafted in order to attract specific emotions and associations. If you look at the Apple Logo, it represents the advanced technology and innovations. Nike swoosh on the other hand, represents athleticism and fitness. These trademark are the result of advance researching and design, which aims at creating a strong connection with the consumer.
The Magic of Colors
Colors play an important role in the recognition of brand and the behavior of consumer. If you look at the vibrant red of Coca-Cola, the peaceful blue of Facebook, or the luxurious purple of Cadbury. All these colors have been chosen after the extensive research done in order to elicit certain feelings. So, red often denotes energy and excitement, whereas blue and purple often denotes trust and quality.
These colors are important for their respective brands and is not chosen arbitrarily. They are the result of psychological studies on color perception and consumer behavior. Big companies know that colors can influence moods and decisions of a person. For example, red can stimulate appetite, therefore many food brands use it in their logos and packaging. This technique is therefore used to guide consumer emotions and actions in their favour.
Sound and Scent
Scent and sound are also necessary aspects of trademark expertise. The Intel jingle, characterized by its widely identifiable five-tone pattern, makes one recall the company’s guarantee of quality and technical intelligence, which is its trademark. When a tune is specifically composed for a company or brand, this is called a sonic trademark, and its purpose is to stay in the minds of consumers and elicits an expected response towards the brand.
Scent, while perhaps less frequently found, can be equally potent. One can first think of the new car smell that manufacturers create in the new cars as a new standard of appeal. Likewise, some shops manipulate scents to improve the shopping experience and increase sales at the same time. Those scents in this case become part of a company’s brand reinforcing certain images in the minds of their consumers.
The Strategy behind Trademark Secrets
Behind these trademarks, lies a carefully designed strategy. To create different and significant trademarks, brands spend considerable amount of resources on research and development. After that, they do market testing to establish what their target audience appreciates and uses that information to make design decisions.
In addition, these trademarks are a priority to safeguard. As a security measure, brands apply for trademark registrations with the legal agencies to avoid any replication and violation of their trademarks. As a legal guarantee, it not only renders their trademarks exclusive as it allows for no competitive imitation of those trademarks but also extends the protection to other elements of the ownership. Companies take trademark lawsuits very seriously, as they employ every weapon at their disposal to sniff out threats to their brand’s value.
The Hidden Impact on Consumers
Trademark, on the other hand, work in such a way that they are not well perceived by the end-user, and in most cases, the end-users are not even aware they are being influenced. They help to create perceptions which reduce unfamiliarity and even fosters some trust by consumers towards brands. It is not what seems, such as the taste of the soda, but it is the logo, packaging, colour and even the shape, of the bottle. All these factors in consideration help to achieve a goal of making the consumers feel they are getting value for experience. Thus, trademarks cause brand loyalty, which is a result of the constantly provided familiar experience. Customer perceive certain brands as creating certain positive emotions so they make the brands their preferred brands. This builds the brand Recall into the consumer’s mind, over that time creating a short cut that points to the brand deliver credible, satisfactory experience. The outcome is so much more than the customer who returns to a specific brand in order to consume the product over and over; It is the customer who remains devoted to a certain brand for the rest of their life, not only for the products offered but for values associated with that brand.
Conclusion
Trademarks are the silent ambassadors of a renowned brand through their existence and remain behind the scenes to create a specific impression and create a far-reaching business impact upon consumers. Right from shaping different things, distinguishing colors, to memorable sounds and fragrances: How this happens is a deep science, conducted very strategically; they are the quiet engine of brand existence in a loud, noisy marketplace. All consumers, by understanding the information and networks around them, should become more aware of how branding practices influence their decision and therefore the decision should be taken with caution.
Trademark secrets, practically speaking in the context of changing economies, remain a central aspect of the brand development process, making sense of the world full of choices while making certain brands prominent. Next time you buy something, think about the tactics in the manufacture and the artistry that earned the trademark pinpoint hidden instead of being clearly detectable.
References:
1. https://www.wipo.int/en/web/trade-secrets.
2. https://www.investopedia.com/terms/t/trade-secret.asp\
3. https://e-startupindia.com/learn/difference-between-trademark-and-trade-secret/.
4. https://www.legalzoom.com/articles/what-is-a-trade-secret.