Avoiding trouble when choosing a Corporate Identity

Every company has a marketing plan.  Every company has a product to sell and every company sells their goods and services using a particular name.   Surprisingly few companies, however, consider the consequences of adopting and using the name they have chosen to identify themselves and their products before adopting the name and embarking on a marketing campaign.   Companies and individuals could save themselves the costs of removing their marketing materials from the market place, redoing their image and marketing strategy and/or payment of damages if they completed a  trademark search before building their marketing campaign.

Tradenames / Trademarks/ Service marks:

Trade names are the names by which corporations are identified.  Examples of well known corporate names are Proctor and Gamble Company, Microsoft, Inc., and Coca Cola, Inc.  Although these names may also be used to identify products, they are the terms by which the company is identified in the work place.

Trademarks are the names and/or symbols  that individuals or corporations use to distinguish their goods from those of others in the market place.  Service marks are names and/or symbols that individuals use to distinguish their services from those of other services in the marketplace.  Famous examples of trademarks are COCA COLA®, PEPSI COLA®, WINDOWS®.  Examples of famous service marks are BANK ONE®, CITIBANK® or AMERICAN®. [Read more...]