Trade marks are an important business asset.
They are signs that help your customers identify your products and services, and to distinguish them from a competitor’s products and services.
The recognition of your trade mark by your customers enables:
The recognition of your trade mark by your customers therefore represents a very large part of the goodwill of your business.
The trade marks of many companies represent a large part of the value of the company, such as the value of the following trade marks: Microsoft, Shell, McDonalds, Octopus, Cathay Pacific, Watson’s, Vitasoy, Café de Coral, Lee Kum Kee and Garden.
You should protect your trade mark, by registering it. This helps you stop your competitors and others from using your trade mark, and by doing so, free-riding on the goodwill and reputation that your trade mark has earned in the marketplace by your efforts.