When considered with regard to the mass market in particular, it is important to highlight that the mass market is exposed to a large number of products/services in each product/service category simultaneously. It therefore becomes highly imperative to establish the product/service in a manner that can be relied upon to deliver a distinct and unique representation to consumers.
In order to develop a trademark to a point where it takes on the form of a brand, the trademark shall have to qualify as a brand. Since the essential element of a brand is incorporated in the fact that it is not only intrinsically recognizable but also creates what one may refer to as an impression upon the consumer. The polarity of the impression is not incorporated in the definition; however one must exist in order for a product/service to qualify as a brand. While a trademark provides distinction to a product/service from other products/services, it is imperative to note that it does not put forth an impression on the consumer. Every time a consumer comes across a trademark, the cognitive process is limited to the recognition of the product/service.
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