
The trademark of a company, symbolised by its logo, is a concentration of information that allows the product to be identified among other similar products often of similar quality. A trademark is a capital for a company because it eases communication between the company and the consumer. It gives the consumer faith in his choice, social status and personal satisfaction when using the product. The existence of a trademark allows the company to optimise its marketing budget, increase profit margins, put pressure on the distribution network, and gives it an advantage over it's competitors. The creation of a 'capital trademark' takes time and calls for serious investment but is more than justified by the advantages that it generates. A logo is the physical aspect of a brand name and expresses the values of the company and its image.