All enterprises market either brand (trademarks)or products. What makes an enterprise succeed are not products but brands. Yet very often when planning new ventures, the entrepreneurs or the business policy makers talk only about the product; mentioning brands is very rare. The difference between products and brands is fundamental. So much so, the entire market approach has been linked with brands or trademarks.

Conventional Approach:


The conventional marketing approach of dividing new ventures, into newness of product or newness of the market; has been displaced by the growth strategies aiming at an exploitation of the market from existing brands or new brands irrespective of the new product or the new market.

Products normally include several aspects or elements:

  • Colour
  • Guarantee
  • Trademark
  • Price of the Product
  • Publicity
  • Get-up
  • Distribution
  • Physical structure or chemical composition
  • After-sales service even beyond an obligation of guarantee
  • Image of the firm.
  • Distribution, and after-sales service
  • Opinion of others (family, friends, colleagues and competitors)
  • Get-up

productsRoughly speaking, the physical structure concerns physical aspects and color represents both physical and psychological aspects. Out of the twelve elements, five are directly related to the trademarks and five others are associated with the trademarks, except for the product itself and the price.



Trademarks allow manufacturers to market their products in a way that allows consumers to clearly identify the organization that produces them. Such identification assists customers in ascertaining the quality of the goods or services, as goods or services marketed under the same name are assumed to emanate from the same manufacturer and display a uniform quality.

   Such identification assists consumers in ascertaining the quality of the goods as goods marketed under the same name are assumed to emanate from the same manufacturer and display a uniform quality. According to trademark theory, this identification process helps to produce high-quality goods and provide best customer service to build brand image and goodwill.



The goodwill is a friendly attitude and patronage of the customers for a trademark. It is the disposition of the customers to purchase goods or services from a constant source. The customers normally do not try a new product if a known one is available and this behavior pattern constitutes brand loyalty towards a product?. The brand loyalty or goodwill will form by the combination of one or more trademark elements. Above twelve elements are marketing techniques of the trademark.

Reputed Marks:


Reputed international trademarks far outweigh the domestic trademarks in presenting an optimal marketing mix of the above elements. The trademark owner attempts to partition the market, creating an area in which he has a strong position vis-a-vis his competitors. The most successful way of capturing or entrenching a market position is to individualize the image of the trademarks in the eyes of buying public.

We “Solubilis Corporate Services” are there to provides the best possible business solution to the clients. Properly guiding them in order to attain business efficacy. Trademark registration can do easily with the excellent support from our team of experts throughout the registration process.

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