2.  Trademark role  Trademark evolution  Trademark protection  Well known trademarks

3. TRADEMARK ROLE  Role  to differentiate the products or services to consumers  Design - easy to memorize - distinctive - appropriate for the product - no legal restrictions - positive connotation

4. TRADEMARK EVOLUTION  the marking of goods for various purposes dates back to ancient times  19th century – first modern trademarks

5. The first trademark registry  1875 Trademarks Law  1883 The trademarks act of 1905  first statutory definition of a 'trademark '

6. TRADEMARK PROTECTION TRADEMARK  property Establishing proprietary rights:  use in the marketplace  registration with the trademarks registry

7. Registered trade mark confers:  exclusive rights upon the registered owners – unauthorized use prevented  territorial principle: i.e. Trademark - valid only on the territory of the country where it is registered

8. Protection in the territory of other countries: Submitting separate application to the competent office Filling in an international application through Madrid system Filling EU`s application to the European trademark office

9. Common characteristics of famous trademarks :  same positioning worldwide  single product category  company name  brand name  access to the global village  social responsibility