The Brand: The Intangible Asset for Every Company

What is a Brand?

It is a sign, word, figure or combination with character and sufficient distinctive capacity, which allows consumers to differentiate one trademark from another.

We can cite as a brand reference any word or combination of words with designs and images, advertising phrases, engravings, prints, seals, combination of colors, combination of letters and numbers, packaging, aromas, sounds, plans, geographical indications, capable of being distinguished from other products.

The basic rule is that any sign that has "distinctiveness" to goods or services is registrable, unless they are included within the prohibitions established by the trademark laws of each country.

A BRAND REPRESENTS IN THE MARKET:

• Identity and origin.
• Difference from competitors.
• Warranty.
• Prestige.
• Security.
• Competence.
• Strengthens its advertising function.
• Quality and characteristics.
• Trademark registration provides legal certainty and strengthens the status of the right holder,
  for example, in the event of litigation.
• Customer and company loyalty in the marketplace.

THE VALUE OF A BRAND

An unknown brand is a "worthless" brand, the consumer chooses brands that guarantee safety, quality and prestige. The brand transmits the characteristics of its products or services, creating in the consumers mind an image, colors, figures, isotypes, words, combination of words that will have to remain over time.