Lets go back to the Cola example.Perhaps you stop reading for a while and asked someone which brand of Cola they preferred. We are still sure that their answer was either Coke or Pepsi.
Why not any other names, like Ezy Cola, for example?
This brings us to the issue of why, and how, a trademark is such an important aspect of a business. It serves to identify your products or services from your competitors, but beyond that, you also need to have a trademark that will distinguish you from them.
And your trademark, when properly nurtured, will not only distinguish you from your competitors – it will also make sure that you stand out in a crowded marketplace of almost similar products, each with their own strengths and weaknesses.
The success of certain makes of budget MPVs despite the competition is one good example.
When a prospective car buyer has exhausted himself comparing the pricing, looks, fuel consumption, engine power and technology between a Perodua and a Naza, what will be the final cut that leads him to his decision?
It’s the trademark, and the feelings and image associated with it.