BizSugar.com › Legal › Trademarking 101

Trademarks are words, slogans, logos, designs, shapes, sounds and other elements that businesses use to indicate the source of their particular products or services. Companies like Apple, Coca-Cola and Disney own hundreds—or even thousands—of trademarks, and they use these intellectual property assets to distinguish their goods in the marketplace, and to develop an overall brand identity that captures consumers’ attentions and desires, and resonates as an institution of quality, reputation and reliability.