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The main function of the trademark is to allow consumers to identify a product (whether goods or a service) from a certain company, so that it can be distinguished from similar or identical products provided by competitors. The trademarks play a central role in the marketing strategies and promotion of the company name, contributing to the image and reputation of products in the eyes of the consumer. It is through this process that a company builds up a relationship of trust with its customers, who are also willing to pay a higher price for a product bearing a trademark known to them and which meets their expectations. A trust that is fundamental for the acquisition and maintenance of market share.

Furthermore, the trademarks provide companies with an incentive to invest in maintaining and improve the quality of the products, because it is vital for products marked with a certain trademark to maintain a positive image.


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