The term "brand awareness"
is becoming more and more important.
By using a trademark a producer is able to differentiate his goods from those of the competitors. But the circle of users can, due to the trademark, not only differentiate the goods and services, but also connect a certain image with the companies standing behind these goods and services. Nowadays, consumers do not only pay attention to the price and quality of the goods, but more and more also to the image, which is carried by the trademark. The term „trademark consciousness“ gains more and more importance. Consumers trust a known and serious trademark. That means for the user of the trademark, that many consumers prefer his product to other perhaps not worse products of the competitors, and perhaps even pay a higher price, just because of the trademark.
The application and above all the marketing structure of a trademark are therefore absolutely indispensable for a successful marketing strategy of an enterprise.