Brand, Trademark and Trademark
Posted: Sat Jan 18, 2025 8:56 am
Trademark and brand are almost synonymous words. Trademark is a legal concept that denotes the name of a product, product line or company with clearly expressed individual attributes. Brand is a marketing concept that means a trademark recognizable to consumers.
In simple words:
A trademark is born when a unique name and distinctive features, such as visual ones, are developed.
A brand becomes visible when a product under the brand name appears in stores and in advertisements.
How much is a trademark worth? It is worthless without recognition.
There is also a legal term, "trademark," which refers to a trade mark registered with the Patent Office. A trademark for lawyers generally means a unique name, slogan, logo, desig band data package element, or combination that, once registered, prevents other companies from using it.
From a legal point of view, it is the trademark that can be used as an element of business relations (sold, given away or allowed to be used for a certain period of time under contractual conditions).
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Who calculates brand value?
In the West, global brand value ratings are popular. They are organized by leading consulting companies Interbrand, Kantar BrandZ and Brand Finance. Each agency forms the value using its own methodology.
Interbrand, for example, annually compiles a list of the most expensive international brands, showing the dynamics of their value over the past 20 years.
The Russian brand market is underdeveloped. The price of such a trademark is taken into account in the total transaction cost when selling a business. However, it is not yet an independent product. As a result, there is no unified system and organization that manages brand evaluation.
As a rule, its value is calculated by the commercial director, accountant or marketer. This assessment is sufficient for putting the company's assets on the balance sheet and planning promotion on the market.
When selling or attracting investors, it is customary to use an independent appraiser. There are brand appraisal companies on the Internet. They operate within the framework of the Federal Law "On Appraisal Activities" and use their own unique methods.
Download a free selection of tools for calculating KPIs and increasing marketing metrics
Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
Read more posts on my personal blog:
Over the past 7 years, we have conducted over 23,000 comprehensive website audits and I have learned that all of us as leaders need clear and working algorithms for our marketing and sales.
Today we will share with you 6 of the most valuable documents that we have developed for our clients.
Download for free and implement today:
Step-by-step guide to creating marketing KPIs
Template for calculating KPIs for a marketer
9 Examples of Universal Selling Commercial Proposals
Upgrade your CPs to close more deals
How to make KPI for the sales department so that profits grow by 20% or more?
Step-by-step template for calculating KPIs for OP managers
Checklist of 12 main indicators for website promotion
Find out what metrics are needed to properly optimize your website
40 Services for Working with Blog Content
We have collected the best services for working with content
How to define your target audience without mistakes?
A proven guide to defining a company's target audience
Downl
In simple words:
A trademark is born when a unique name and distinctive features, such as visual ones, are developed.
A brand becomes visible when a product under the brand name appears in stores and in advertisements.
How much is a trademark worth? It is worthless without recognition.
There is also a legal term, "trademark," which refers to a trade mark registered with the Patent Office. A trademark for lawyers generally means a unique name, slogan, logo, desig band data package element, or combination that, once registered, prevents other companies from using it.
From a legal point of view, it is the trademark that can be used as an element of business relations (sold, given away or allowed to be used for a certain period of time under contractual conditions).
Read also!
"9 Types of Customer Loyalty Programs"
Read more
Who calculates brand value?
In the West, global brand value ratings are popular. They are organized by leading consulting companies Interbrand, Kantar BrandZ and Brand Finance. Each agency forms the value using its own methodology.
Interbrand, for example, annually compiles a list of the most expensive international brands, showing the dynamics of their value over the past 20 years.
The Russian brand market is underdeveloped. The price of such a trademark is taken into account in the total transaction cost when selling a business. However, it is not yet an independent product. As a result, there is no unified system and organization that manages brand evaluation.
As a rule, its value is calculated by the commercial director, accountant or marketer. This assessment is sufficient for putting the company's assets on the balance sheet and planning promotion on the market.
When selling or attracting investors, it is customary to use an independent appraiser. There are brand appraisal companies on the Internet. They operate within the framework of the Federal Law "On Appraisal Activities" and use their own unique methods.
Download a free selection of tools for calculating KPIs and increasing marketing metrics
Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
Read more posts on my personal blog:
Over the past 7 years, we have conducted over 23,000 comprehensive website audits and I have learned that all of us as leaders need clear and working algorithms for our marketing and sales.
Today we will share with you 6 of the most valuable documents that we have developed for our clients.
Download for free and implement today:
Step-by-step guide to creating marketing KPIs
Template for calculating KPIs for a marketer
9 Examples of Universal Selling Commercial Proposals
Upgrade your CPs to close more deals
How to make KPI for the sales department so that profits grow by 20% or more?
Step-by-step template for calculating KPIs for OP managers
Checklist of 12 main indicators for website promotion
Find out what metrics are needed to properly optimize your website
40 Services for Working with Blog Content
We have collected the best services for working with content
How to define your target audience without mistakes?
A proven guide to defining a company's target audience
Downl