Role of Trademarks in Branding and Marketing

Trademark Registration in India

Role of Trademarks in Branding and Marketing

Registrationwala

A trademark is a type of intellectual property owned by a business entity, individual, or any legal entity. If you want to enhance the brand image of your company, consider getting a trademark for your company. Many clients recognize companies by their trademark logos, which are unique in nature. A product with your brand logo, which is trademarked, will exclusively be your company’s product. A trademark is protected by the law, and no one can copy it without your permission. If they do, you can file a trademark infringement case against them and sue them! 

 

Therefore, trademarks play an essential role in company branding and marketing. They set one company apart from others in the same industry. In this post, we will explore the role of trademarks in branding and marketing in detail.

Meaning of Branding and Marketing

Branding is the process of creating a company’s brand identity so that the company is immediately recognizable and distinguishable from other companies in the same industry. This process includes getting a trademark logo, creating a tagline, unique visual designs, etc.

 

Marketing refers to the process of promoting a company's products or services through social media platforms, campaigns, and other means with the intention of attracting new customers and retaining existing ones.

 

So, how can trademarks help with Branding and Marketing? Let’s find out!

Understanding the Role of Trademarks in Branding 

Trademarks Build Brand Recognition

When you have a trademark logo for your brand, people come to know that it’s ‘your’ brand. If a customer purchases a product with your trademark logo on it, they will most likely remember it. And if they like your product, they will most likely repurchase it by looking for the same trademark logo next time. 

 

Now, imagine you sell loose rice, and your customers like it. They might want to repurchase the same rice, but it’ll be tough for them to do so, especially if a third party is selling your loose rice. This is why a trademark is so important for brand recognition.

Trademarks Make Customers Loyal to Your Brand

Your company’s trademark can help your customers to build an emotional connection with you. Suppose you sell products that are cruelty-free and do not promote animal testing; many individuals who love animals would prefer to purchase your products. 

 

Similarly, if you make products with recyclable materials that are not harmful for the environment, many environment lovers would like to purchase your products. These individuals would prefer to keep buying products from you (if they like the quality of the products) instead of buying them from brands that practice animal cruelty or cause harm to the environment and eventually become your loyal customers.

Trademarks Protect Your Company’s Brand Image

Your company’s trademark prevents other companies from using a similar mark, which could potentially affect the reputation of your company. Trademark registration helps your brand image and reputation to remain consistent as it offers your company protection from its competitors. 

 

Every once in a while, we see trademark infringement cases in the news, and most companies get the compensation and damage charges they deserve if their trademark is copied or utilized without permission.

Trademarks Help You to Differentiate Your Company from Other Companies

Your company’s trademark helps to create a unique identity for your company. It helps your company to stand out from the crowd since it differentiates your services and products from those of your competitors in the market. 

 

There are a lot of places offering aloo tikki in India, but many people specifically visit Haldiram’s to eat aloo tikki for the taste they offer. Imagine if other companies started selling their aloo tikki as Haldiram’s aloo tikki? It would ruin the brand image and uniqueness of Haldiram’s brand. However, due to trademark registration, Haldiram’s products are protected by the law. Thus, no one can sell Halidram’s aloo tikki as theirs unless Halidram’s has permitted them to do so.

Trademarks Support Extension of Your Brand

A trademark helps a company to extend its products and services. Suppose you have many loyal customers who regularly buy your company’s products and services because they’re satisfied with them. If you introduce new ranges of products and services, your loyal customers might be interested in trying them out after knowing they belong to your brand!

Trademarks Can Attract Investors

Many companies look for investors, especially angel investors, to raise funds to grow their business operations and engage in activities that can help in brand recognition. 

 

A company with a trademark is viewed as a more authentic business compared to a company without a trademark. A more authentic business will obviously attract more investors compared to a business that may seem suspicious or illegitimate.

 

So, this is the role played by trademarks in branding! Now, let’s discuss the role of trademarks when it comes to marketing.

Understanding the Role of Trademarks in Marketing

Trademarks Increase Brand Recognition

Trademarks make your company’s services and products more visible to the customers. Hence, trademarks increase brand recognition. Increasing brand recognition is one of the main reasons why marketing is done, and a trademark helps to achieve this goal to a great extent.

Trademark Helps to Build Customer Trust

A trademark helps customers trust your brand and makes it more credible. A product with a trademark logo will seem more reliable and have a higher quality compared to a product with no trademark logo. This is why most customers will more likely trust and choose the former product over the latter product. 

Trademarks Help in Sales Growth

A strong trademark can be used in advertising and marketing campaigns. Sometimes, just a company’s trademark name is enough to promote a brand. 

 

As soon as people see the trademark, they’ll be willing to try out the company’s products and services regardless of whether they’re even value for money. By driving sales, trademarks help to increase the company’s revenue. 

Having a Trademark Offers Protection Against Trademark Infringement

Having a trademark for your company prevents other companies from using marks and symbols that are similar to your company’s. Thus, it helps to protect your company’s reputation and brand value. If a company misuses your trademark, you can file a trademark infringement lawsuit against them. 

 

Similarly, if a company files a trademark infringement lawsuit against your company but you already have trademark protection, your intellectual property rights will be protected. 

Trademarks Help in Market Expansion

Trademark registration to protect brand can be done not just in India but in multiple countries. By registering your company’s trademark in various countries across the world, you can expand your business in international markets. 

 

A registered trademark will assure that your brand gets the same protection across different countries so you can focus on doing business at a global level without any worries. 

Trademark Makes Customers Loyal to Your Brand

A trademark can create an emotional bonding with your customers. Suppose your company provides employment to women in villages, many women might proudly want to buy your products and support women empowerment. 

 

These women might end up becoming loyal customers who buy from your company on a regular basis. This is because these women know that they’re doing more than just buying your products; they’re also supporting a social cause.

Final Words

Due to the role played by trademarks in branding and marketing, it is clear that trademark registration is essential! Trademarks are protected by the law. Companies with trademarks are seen as more credible and trustworthy by investors and customers. Trademarks are what make the products and services of a company unique. If you want to get brand protection with trademark, get in touch with Registrationwala for assistance now!

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