The brand is a characteristic that traders use to commercialize their goods and services on the market and thereby differentiate themselves from the offerings of other economic operators. A trademark can consist of a word or other graphic symbol that can serve as a hallmark of goods or services.

Exclusive rights to a trademark can be obtained partly through registration but also through incorporation. The safest way, however, is to apply for registration as incorporation gives an uncertain relationship to third parties and can result in large costs and loss of any rights. The ® symbol is usually used when the trademark has been registered. This marks the fact that it is a registered trademark. ™ the symbol is used in corresponding cases for applications or established trademarks that are not registered at the time of use.

Different types of brands

Word mark

The word mark is the most common type of mark and can consist of one or more words, personal names or a combination of letters and numbers. Word marks are registered in a standard font.

Figure mark

Figure mark is a trademark that consists of a figure or a combination of a figure and a word. Word marks in a special font or in a special design are judged as a figure mark.

Equipment brand

Protection of equipment means that the product itself or its packaging is considered to function as a characteristic. Examples of this are different types of bottles that have received equipment protection.

Sound mark

In order to register a sound mark, the melody or sound must have a unique recognition effect. The sound must also be able to be reproduced graphically, for example through notation.