Trademark Concept: Historical And Legal Aspects Of The Concept

The introduction of the brand has become a major aspect product company formation. On the one hand, the development of brand requires long-term investments in marketing, especially in the field of advertising, sales promotion and packaging. For the producers of goods it is often easier and cheaper just to release the goods, leaving the issue of creating the brand to others. Thus, e.g. Taiwanese manufacturers, learned this lesson well: they account for a significant portion of the world’s production of clothing, electronics and computers, though these goods are sold under other companies’ trademarks. On the other hand, most manufacturers eventually realise that success comes to companies controlling the goods with the trademark. And yet another decent example: the University of Manchester has established a UMIP branch, focused on intellectual property aspects only and working to commercialise the scientific developments. More examples: manufacturers of clothes, electronics and computers under the brand name may change its Taiwanese partners on cheaper Malaysian (or some other). This Taiwanese manufacturer is handcuffed when it comes to preventing the loss of sales due to the fact that a cheaper supplier was found while consumers remain faithful to the brand, not the manufacturer. Japanese and South Korean companies didn’t make such mistakes in the past. With years of hard work they have created such brands as Sony, Panasonic, JVC, Hyundai, Goldstar and Samsung. And even if these companies can no longer afford to produce their goods in their home country, their brands continue to lead the preferences of buyers. 

Famous brands have purchasing privileges, i.e., provide a strong attachment of buyers. This means that a sufficiently large number of customers asking products of these brands, refusing to substitute products, even if the latter are available at lower prices. Companies that make brand products with significant privileges are protected from competitors’ strategies to promote their products to the market. Thus, the supplier company it makes sense to make significant investments to create its branded goods powerful national or international recognition and preference.

For the consumer, the trademark is the coded info, the essence of experience, more than a symbol of a particular firm or factory. A well-established trademark instills credibility and reflects product quality. The huge development of marking goods took place in conditions of capitalist industrialisation. But in fact, the concept has formed thousands of years ago.

A look into the past

The idea of making distinguishable products through using signs by manufacturers or dealers, is not new, originated in ancient times. The ancient Romans, Greeks and Egyptians used the labels of artisans and artists, an indication of the origin of products from a shop or from any city. Almost 4000 years BC, the builders of Assyria and Babylon crashed their trademark into stone buildings. These signs, discovered by archaeologists in the XX century., can be regarded as precursors of trademarks. Prototypes of moder nsigns have appeared in the period of the slave system. undefined

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