What is a trademark?

By trademark we understand any visible sign or device used by a business enterprise or an individual to identify their goods and distinguish them from those made or carried by others. Origination of trademarks can be traced back to medieval times, when craftsmen put their signatures or other special signs on the pieces of art or utilitarian goods that they produced. In the course of time these signs gradually evolved into a modern system of protection and registration of trademarks. The system helps consumers identify and purchase goods or services, since their character and quality is certified by a distinguishing trademark and meets the consumers' requirements.

What function does a trademark perform?

A trademark gives to its holder a protection in the form of an exclusive right to use the mark for identification of his goods and services among others, or to transfer the right to the other party in exchange for remuneration. Normally the term of protection is 10 years, however it may vary, since after the expiry of the initially established term the protection may be prolonged indefinitely, provided that necessary additional fees are paid. The protection of the registered trademarks is effected through courts, and in most countries they are competent to take measures to stop the infringement of trademark rights.
In the wide sense the use of trademarks promotes the entrepreneurial initiative throughout the world, bringing acknowledgement and profits to trademark holders. By indicating the origin of goods and services, trademarks serve two important purposes. They provide manufacturers and traders with protection from unfair competition (one person representing or passing for sale his goods as the goods of another), and they provide customers with protection from imitations (assuring them of a certain expected quality). In terms of the protection of the rights of trademark holders, the law in most countries extends beyond the rule of unfair competition, for a trademark is considered the property of the holder; and, as such, unauthorized use of the trademark constitutes not only misrepresentation and fraud but also a violation of the holder’s private property rights.

What trademarks can be registered?

The possibilities in this respect are practically endless. Trademarks may be words or groups of words, letters, numerals, devices, names, the shape or other presentation of products or their packages, color combinations with signs, combinations of colors, and combinations of any of the enumerated signs.
In addition to the marks, which identify the commercial origin of goods or services, there are several more categories of trademarks. Collective marks can be held by associations, whose members equate themselves one with another by the fact of using such mark and adopt uniform requirements to quality and other standards established by the association. These are for example associations of accountants, engineers or architects.

What is the procedure for registration of trademarks?

First of all a proper application should be submitted to a national or regional patent and trademark office through a special representative (patent attorney). Such application must contain a clear image of the mark meant for registration, including clear representation of the color, shape or 3D-elements. It should contain a list of goods and services to be covered by the would-be protection. For a mark to be registered it must meet certain requirements. Primarily, it must be distinctive, so that customers could recognize it as an attribute of a certain product at the same time not confusing it with other marks pertaining to other products. Trademark must not misinform or deceive customers, nor shall it contradict ethic and moral norms of society.
Moreover, the solicited rights may fully or partially coincide with the rights already granted to the holder of the other trademark. This can be ascertained by means of search and examination conducted by a national patent and trademark office, or by consideration of objections of third parties claiming for the same or similar rights.

On what territory is the protection in force?

Almost all countries of the world carry out the registration and provide protection for marks on that territory, where the corresponding certificate of registration was issued. Every national or regional patent office has a national register of trademarks containing exhaustive information on all applications for registration and extension, which facilitates the conducting of the examination and search as to registrability. National registration is effective only within the borders of the country where this registration took place.