The Role of Trademarks and Logos in Successful Market Performance

While considering the importance of logos and trademarks, the most important factor is that serves in distinguishing the product or service from that of the counterparts. Thus it becomes important that the trademarks are not generic and it does not refer to a geographic origin. However, the protection rules for trademarks and logos do not cover such generic symbols and names. Another major importance of these marketing symbols is that they indirectly lead the customer towards the qualities of the product including its uniqueness and quality. In this context, the logos and the trademarks add to the reach and extension of the particular product or service. However, under the rules and regulations pertaining to trademarks and logos, it must be ensured that these do not deceive the customer and convey the wrong message about the product.

As described in the definition of the World Intellectual Property Organization itself, logos and trademarks help to identify the product or service of a particular enterprise globally from other products and services. This distinction and identity are quite important in the modern business scenario. This must be read together with the fact that in the liberalized international economy of the day, the chances of competition and deliverance area overlap is quite possible. To explain this concept, the wide acceptance of ‘ipod’ the music player produced and marketed by Apple would be an ideal example. The trade name ‘iPod’ has had such a market identify that the products which came into the market with similar applications were also called by the customers as ‘ipod’. (Rao, A Sreenivasa, 2008).This identity would automatically build a feeling of confidence among the buyers.

Conveyance of Business Objective is another core significance of trademark logos in the modern corporate culture.&nbsp.&nbsp.