FUNCTIONS OF TRADEMARKS AND THE LEGAL REGULATION REGARDING THEIR REGISTRATION
Keywords:
Trademark, forms of trademark, industrial propertyAbstract
It is generally known that trademarks are very important in the market, both for the holders, and for the consumers and the general public. This is shown by the functions of trademarks themselves. The main function of trademarks is to enable consumers to identify the product of a particular company in order to distinguish it from other identical or similar products of competitors. Trademarks allow companies to distinguish their products from those of their competitors. Thus, they play a key role in the advertising and marketing strategies of companies and in defining the image and reputation of the company's products (goods and services) in the eyes of consumers. A carefully selected and protected trademark is a valuable business asset for most companies. Due to the above mentioned functions of trademarks and their great importance, it is necessary to have legal solutions that will precisely define the conditions and criteria for registration of a trademark. The paper focuses on the importance of trademarks as one of the key factors in the marketing strategy of each company and the possible reasons why it may be rejected by the State Industrial Property Office.
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