Trademark and branding practices are two closely associated entities. This paper shall attempt to explore the relevance of the trademark as it exists in the mass market if it is subjected to promotion techniques that allow it to qualify as a brand. In order to do so, the paper shall initiate by developing groundwork on the intricacies of trade-marking, branding and their relevance in the mass market.
Trademarks, when considered generally, are considered to encompass the two otherwise fairly distinct categories of trademarks and service marks. “Marks that identify goods or products (known as trademarks) and marks that identify services (known as service marks)… These terms are, in fact, legally interchangeable, and the even more general term – mark – commonly is used to refer to both” (Elias & Stim, 2007, p. 13).
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