It is the Trademarks that give a product or service its individuality – a “face”. It sets the product apart from others at first glance and is therefore a central element in marketing. As awareness and appreciation grow, the value of the Trademarks increases and sales of the product gain momentum. This attracts free riders who try to jump on the bandwagon by using the same or a similar Trademarks. This can be prevented with a protected Trademarks.

However, not every word or logo is eligible for trademark protection. Descriptive or banal signs can be used by anyone and cannot generally be monopolized. In a borderline area, signs are just about protectable, but these are so-called “weak Trademarks”. As we show in this grips®, these have many disadvantages – not only of a legal but also of a marketing nature.

“Strong Trademarks” that clearly stand out from the familiar and expected may require a little more effort to introduce, but they have a significantly higher potential for success – and provide a secure basis for legal protection.

What are strong Trademarks and what are weak ones? Find out more in our grips 2016/1.