Types of trademarks: all classifications

A trademark is one of the most important concepts in marketing with a large set of functions. There are several classifications of trademarks: by the form of expression, by the right of ownership, by the form. Do not forget that a trademark is part of a more voluminous concept - corporate identity.

The concept and types of trademarks

Trademark, trademark (another name is a trademark) is a registered designation, symbol, combination of letters or numbers, an image of the product, designed to distinguish it, to bring information about the manufacturer.

This method of individualization of the manufacturer is registered in the relevant state institutions of the Russian Federation and other countries. It implies exclusive rights to use the selected mark and their legal protection. The latter is provided in more than 160 states, of which 90 are at the level of legislative acts.

In our country, all uses of a trademark are protected by the legislative act “On Trademarks, Service Marks and Appellations of Origin” (1992).

In addition, trademarks are protected by the following acts:

• Paris Convention of 1883
• Madrid Convention on the International Registration of a Trademark (1981).
• Trademark Registration Agreement (1973).

Trademark Features

Types of trademark functions can be reduced to the following:

1. This is evidence of a high level of product quality.
2. The presence of such a sign forms the confidence of the buyer to the product due to the good reputation of the manufacturer.
3. This is the basis on which promotion and advertising are based (before this, all types of trademarks, of course, themselves must be well publicized).

It is believed that goods manufactured under a brand name are bought 15–25% more often than non-branded ones. In addition, the trademark itself often becomes a valuable asset - the cost of the Coca-Cola mark exceeds, according to the statement of the owner corporation, $ 3 billion.

Brand Name Types

Another side characterizing a trademark is the type of its designation. In total, there are four of them:

1. Company logo. It includes a symbol, designation, distinctive colors or combinations thereof, drawing.
2. Company name. It consists of an abbreviation, word, phrase, letter - all that can be pronounced.
3. A trademark is an individualized brand of a corporation.
4. Trademark - all of the above, protected by law and law. The latter is indicated by the letter R in a circle.

Classification of varieties of corporate symbols

All types of trademarks and service marks can be divided into the following classifications:

1. About ownership: individual, joint.
2. By object: commodity, assortment.
3. According to the form of expression: voluminous, sound, combined, verbal, graphic.

The most interesting to consider will be the latter.

Classification by expression type

The types of trademarks in terms of expression are divided into several categories:

1. Verbal - spoken names and slogans. The most common category, including both common words and neologisms. For example, VKontakte, Everyday, Twix, iPhone, Windows. Or: “Vest. There is no better for a man”, “There is an idea - there is IKEA”, etc.
2. Graphic - unique and catchy images of people, animals, abstract symbols, lines, shapes - emblems and logos. These include the Adidas, Apple, Lacoste, Facebook, Russian Railways, etc. badges.
3. Volumetric. Fairly rare variety. It depicts either the product itself or its packaging. Such a picture or photo should not be sketchy, focus on the specific purpose or property of the product. For example, an image of a book, a mobile phone, a plate, a vacuum cleaner, etc. A three-dimensional sign should be distinguished by some features inherent only in the product it represents: the clown MacDonalds, the animal Wimm-Bill-Dann Brands, etc.
4. Sound. This is part of the musical composition or other sound that characterizes this company. It is very popular both in sound advertising and in media - such a tune is called a jingle. Often the name of the brand or the slogan of the company is sung in it, for example: “Galina Blanca, Bul-Bul, Bul-Bul”, “Mmm, Danone”. This also includes the call signs of radio stations and specific broadcasts, melodies on welcome or farewell screensavers of television programs.
5. Combined combine several names of this classification: slogan and image, logo and sound.
6. Olfactory. These are the rarest and most unusual types of trademarks. They are an aroma, usually not related to the product. It is very difficult to register such a company symbol - you need a detailed description of the aroma, its chemical formula, and a listing of the "bouquet" of its individual smells. In our country, such curious trademarks are almost not represented.

Separately, you can give examples of olfactory product marks:

• vanilla and lavender - stationery;
• the smell of freshly cut grass - tennis balls;
• pink fragrance - car tires;
• tangible smell of strong beer - darts for playing darts;
• lemon grass - SPA salons, etc.

Company style concept

Types of trademark are an essential part of a more global concept - company style. Corporate identity is a combination of various methods and ways of presenting products that depict the latter in a single and complete manner. This concept combines:

• trademark;
• proprietary font headset ;
• individual combination of colors;
• logo
• corporate block - a combination of a name, logo, slogan, any explanatory text;
• uniform company constants - typesetting of text and images, format, etc.

The trademark, in fact, is the "face" of the company, unique, protected from copying and plagiarism. There are a lot of choices.