They are all well-known brands! They are legally protected signs and stand for a certain product, good or service. The sign should show the buyer where the corresponding product or service comes from (indication of origin). Often, a certain quality expectation goes along with the origin, therefore the trademark often stands for the quality of a product. In addition, the brand serves to differentiate from competing goods, products or services of other companies.

I think many founders know exactly how difficult it can be at the beginning to gain the favor of potential customers and to build a brand or make a name for yourself. 

In branding, the future brand owner tries to shape a new brand and give it a distinctive character (a “face in the crowd”; brand identity).

To protect a trademark, it should be applied for and registered at the German Patent and Trademark Office (DPMA). Registration gives you trademark rights, which you can use to defend yourself against imitators. Trademark rights are similar to patents and can increase the value of a company. If a company is successful, the awareness of the brand increases and so does the value of the brand, thus the brand represents an important asset of a company.

The legal concept of a brand differs from that of a brand in marketing. There, it includes not only a protected sign, but also the totality of the characteristics of an economic good associated with a brand name.

A brand is indispensable for most companies

Since most people’s buying behavior is not driven rationally but emotionally, a brand is indispensable for most companies. A brand creates illusions. It promises to fulfill dreams or even to find personal happiness.

For brand building, various solutions support such as a website, possibly a webshop, marketing automation tools, a CRM and other solutions.

SugarCRM also supports the marketing & sales department in the area of brand building.

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