The Significance and Effectiveness of Trademarks and a Few Examples

The most familiar brands and companies in the world, especially those that sell to consumers, are recognized through their trademarks. By using a logo or a word, symbol, phrase, unique design, or image, or a combination of these, companies can effectively market products or services as the image of that product or service becomes well-known. For a long time, it has been known that trademarks boost sales. The use of such a symbol enhances the originality of the product. It also makes it stand out, making products seem to be unique among a market of potentially similar products sold by competing businesses.

An example of how effective trademarks are is that of Coca-Cola. There are quite a few soft drink brands on the market, but it is always Coca-Cola that is the most recognizable. A superbrand in its own right, it features a logo with a scripted letter format, almost as if it could have been hand-written. The complete logo has a soft drink bottle in the background and some water drops. The logo itself is attractive, but even more, it is recognized in any country, anywhere in the world. Coca-Cola signs can be seen on the façade of buildings of any city, from New York to Paris to Shanghai and even Moscow, not to name hundreds more in between.

Another one of the major trademarks, although more recent, is Google. Originally developed in 1997, Google is one of hundreds of search engines on the Internet. It has not only quickly become the most popular search engine, but in popular culture, it essentially is the definition of searching. Its attractive, instantly recognizable and colorful logo is a beneficial component, but the franchise is known for incorporating state-of-the-art technology into its searching and extras, such as how it goes about ranking sites and even providing free email. The pop culture influence cannot be ignored, since really anytime someone wants to look something up, it is commonplace to say they will Google it, even if they are not even using Google!

Other popular trademarks include Starbucks. A startup franchise in Seattle not too far back, the stores with the coffee shop ambiance have popped up everywhere in the world, often times there being two or more not too far from one another. Lots of stores offer coffee, lattes, and snacks, but Starbucks became known for being the most recognizable name. Its trademark sign is easy on the eyes, and can be incorporated on a coaster anywhere.

Hershey is another recognizable name. Whenever one thinks of chocolate, it is hard not to think of it. Its logo is stamped on every piece of chocolate the company makes, so literally the logo is being ingested every time someone eats it. The name has such impact, that the town of Derry Church, Pennsylvania, where it was originally made, was renamed Hershey after the chocolate became so popular.

Microsoft is a developer of thousands of products on the market. Its simple logo offers a basic representation of the Windows operating system, but is also instantly recognizable. It sets it aside from formidable competitors, like Apple, which also uses the same concept. The products of both brands are very similar, but are set aside to their own identities, aided by their respective trademarks.

Entities such as Nike and FedEx are known by their trademarks; simple designs that are immediately identified with the brand. Both are seen often on television, with the Nike logo on every shoe made by the franchise and the FedEx logo seen on every truck, the familiarity in itself becomes a force to be reckoned with. Another one of the most effective trademarks that have ever been created is the HBO logo. At the beginning of each program, the fly-through image of the HBO sign, the original since HBO started in the 1970´s and just recently updated, became a signature effect when special effects were still rudimentary.

Trademarks infiltrate into every part of our lives. Few people associate them with weather forecasting. AccuWeather brands itself as the Worlds Weather Authority™. It is a private company that sells its forecasts to many media outlets, including many TV and radio stations. When you hear the AccuWeather forecast, it is this familiar name that breads trust, even though it may be different from the forecasts of other companies or even the National Weather Service itself. These are just a few examples. Trademarks are seen on nearly every product, service, or business in the world and are extremely useful.