Trademark
is one of the types or domains of intellectual property. Trademark can be
understood as a sign or combination of signs which helps one in distinguishing
and identifying the goods and services as those produced or provided by a
specific person, organization, company or enterprise. E.g., Dell is a trademark
that helps one in identifying the laptop and its features when there are other
laptops placed besides it.
Thus,
trademark distinguishes the goods and services from similar kinds of goods and
services. It is a mark which aids one in identifying the goods or the service
provider from the rest of the providers who are into the same trade.
Trademark
is a broad concept with a conventional outlook but with time there are further
concepts like trade dress and trade ambience which have been a part of
trademark based on the non-conventional outlook.
The two concepts of trade dress and trade ambience evolve from trademark where Trade Dress means the characteristics of the visual appearance of the product or it's packaging that signifies or indicates the source of the product. E.g., of Trade Dress: The shape of a Coca-Cola bottle can be identified because of the distinct visual appearance which the consumers can relate to.
Trade
ambience is still an evolving concept in the field of trademark. The
brand ZARA revolves around the theme of black. A colourful ZARA store is beyond
imagination because the ambience has created a distinguishing relation between
consumers and the brand.
The
evolution of trade ambience is due to the expounding consumer psychology and
the non-conventional outlook towards brand image which is getting developed
with changing times and trends!
