Siniša Varga

THE CONCEPTION OF TRADE MARK

(WITH A SHORT REVIEW ON LEGAL TERMINOLOGY)

Summary

Trade marks, like other intellectual property rights, form an essential part of a company’s strategy. Enhancing the value of a firm’s capital, trade marks enable the company to acquire and maintain market share indispensable to survive competition. The trade mark is an irreplaceable tool for conveying company’s business massage to customers. It enables the public (consumers or traders involved in marketing or distribution) to identify the goods and services, to distinguish them from those of other traders and to build up goodwill if their experience was positive.

Key words: industrial property law, trade mark, sign of goods and services