Trade marks are one of the Intellectual Property rights that protect and enhance brands. This topic is explained in 4Reasons4Trademarks, an interactive guide for SMEs recently published by 4iP Council, in cooperation with experts and academics.

The guide is organised in four chapters: Differentation, Protection, Reputation and Revenue. Each of these segments is enriched with best practices, useful tips and straightforward explanation of trade marks, in order to inform and guide SMEs in the protection and exploitation of such intangible good.

In general, trade marks registration helps Organisations in distinguish their products and services from those of other competitors. It prevents the commercialisation of products under similar or identical marks, as well as consumers from being confused in the marketplace. Trade marks also help build the reputation of brands in the market, by creating a sense of reliability and consumer loyalty. In addition, trade marks can become an important source of income for SMEs.