The Trademark is the distinctive sign that distinguishes products or services provided by a commercial undertaking, with respect to those realized by other competitors. Signs capable of being represented graphically, such as words, combinations of letters or numbers, but also images, three-dimensional shapes, slogans, sounds, may be a trademark, as long as they are original enough to efficaciously distinguish the products or services of a specific company.
Therefore, the main function of a trademark is to permit to consumers to identify a given product or service as originating from a specific business reality.
Furthermore, the trademark is now perceived by consumers as an indication of quality guarantee, as it indicates the existence of certain peculiarities or characteristics in the products or services that it distinguishes. Consequently, the trademark represents a fundamental asset for an economic undertaking since, following its use and its promotion, it becomes an element that increases potential profits.
The trademark, therefore, not only fulfills its function of indication of commercial origin, but it is also an attractive element, which allows to collect customers.
Nowadays, the trademark is a distinctive sign that permits to communicate to customers a complex message regarding the qualities that characterize its products or services and it does not limit itself carrying out its traditional function of indicator of provenance.