Overview

Trademarks are arguably one of the most important issues which a business will have to address when selling its products. Trademarks create a product identity which allows for products to distinguish themselves from other products that possess similar features and can thus strongly affect customer preferences.[1] Successful trademarks that reflect value for money, distinct identities and product consistency and quality can also have a substantial monetary value which can grow alongside the popularity of products themselves. Indeed, some of the world’s most famous trademarks, specifically Google, Microsoft and Walmart, are worth USD 44.3 billion, USD 42.8 billion and USD 32.6 billion respectively.[2]