Brands are distinctive identifiers and associated elements (for example, names and logos) that distinguish a company’s products and services from its competitors’ products and services. Brands add value to a business by enhancing consumer awareness and improving customer loyalty. Brand elements may be protected by certain types of intellectual property rights, for example, trademark and copyright, which can be used to strengthen the brand and prevent unauthorized third party use. Trademarks are often one of a business’s most valuable assets, and a strong trademark can be a key to a business’s success. A trademark can be any word, phrase, symbol, design or other device, alone or in combination, used to identify the source or origin of goods and services.
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