Trademark Development

The development of a brand that will later become a trademark begins with the search for an identifying sign for the goods or services that are to be marketed as products under the future trademark. Product perception, product anchoring, and product message are essential aspects of this process. This process already establishes the genes of a future brand identity. The brand identity will determine how the product will later be perceived in the market and what image the future brand will have. Obtaining trademark protection for the identification sign, i.e., for example, for a name or logo, is an essential objective of this brand creation process. In addition to the name (word sign) and logo (figurative sign), there are other types of signs that can be used to make the product recognizable and easy to remember. You can find more information about the individual types of signs under the links at the bottom of this page.

Product Perception

The perception of a product begins with the product becoming distinct from the randomness of the market offers. This requires the product to be identifiable. It therefore needs a name.

Product Anchoring

Product perception is sustainable when consumers remember the product once they have experienced it. This remembrance is made easier when the product is anchored in consumers' minds with a static image, a moving image sequence or a typical sound sequence. A company logo can also act as a visual memorising symbol. A successful product is anchored in consumers' minds with positive connotations.

Product Message

A product has a benefit for which consumers demand it. This product benefit can be functional or intangible, but in any case it must be communicated to consumers. This is achieved in a concise manner through a slogan – in written or spoken form – or through a short video clip that expresses the product message to the point. Also the core philosophy of a company can be expressed in this way.

Trademark Protection

Name, logo, slogan and dynamic image or sound effects are designed by creative advertising and marketing experts as individual signs and, with the support of trademark law specialists, protected against unwanted imitators as registered trademarks. A strong sign is a prerequisite for strong trademark protection.

Our brandeur^® team will advise you during the brand development process, contributing our knowledge and experience in marketing and trademark law to enable your new sign becoming a strong brand.