A Carefully selected and nurtured trademark is a valuable bussines asset for most companies. For some , it may be the most valuable asset they own. Estimates of the value of some of the world's most famous trademarks such as Coca-Cola or IBM exceed 50 billion dollars each. This is because consumers value trademarks, their reputation, their image and a set of desired qualities they associate with the mark, and are willing to pay more for a product bearing a trademark that they recognized and which meets their expectation. Therefore, the very ownership of a trademark with a good image and reputation provides a company with a competitive edge.
( Intellectual Property for Business series 1, A Making Mark An Introduction to Trademarks for Small and Medium-sized Enterprises,WIPO)
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