A trademark is associated with the company's products or services. The use of trademarks should therefore be an important element in the marketing process. An established trademark will be a considerable competitive advantage. Just think of the value of trademarks like Apple, BMW, Sony, and Coca Cola.

The registration of a trademark prevents others from using the same mark or similar marks. Registered trademarks are recognised by the symbol ®.

A registration is valid for 10 years and is infinitely renewable. A trademark shows an image, or it may consist of one word or more, possibly an image-word combination.

A trademark does not have to be new to be registered.