A brand has two sides. One of these sides you can create and build in advance with the help of an IP expert, which will enable you to manage your brand effectively. This element is a trademark – that is, a word, combination of words, slogan, combination of letters or numbers, image, pattern, moving image, product appearance or packaging, colour, sound or scent that you manage to protect and register to be used as a symbol of your product or service. To achieve this, your trademark needs to be sufficiently distinctive.
The other side consists of the images consumers and other interest groups have of your brand. These images are affected by values and beliefs based on cultural backgrounds and experience. A wisely selected trademark can also serve to change these images consistently.
Both sides of the brand can be researched in advance, and this pays off.
Our team of experts includes Trademark Consultant Johanna Pyhälä (johanna [dot] pyhala [at] berggren [dot] fi), who specialises in matters related to selecting, creating and protecting a trademark. Protecting a trademark involves registering and managing the trademark and creating a trademark strategy. In addition to Johanna, we have many other top experts, including IP lawyers. In the early stages of the trademark life cycle, we provide help with selecting and designing the trademark. In the case of an existing idea, we help you research its similarity with other trademarks. Our range of trademark products includes Intelligent Trademark Strategy, which the most successful companies create when they start researching the possibility of registering their trademarks.