The name, logo, design, product, etc of any company/business is likened to gold. Many are still ignorant of the wealth associated with brand. Remember when you clicked the internet in search of a particular name only to have jumia or konga or an unknown company advert pop up? Sometimes, that’s someone using someone else’s trademark as Meta data for internet traffic and recognition. It is a crime as it is an infringement that’s worth millions if sufficiently proved. The truth is that any business to which consistent hardwork, adverts, ethics and effective strategy is channelled into; such business over the years grows into a reputable brand. Imagine you wake up one morning and saw someone answering your company name, or carrying your logo, or you type-in your name only to be directed to another site or have another person’s company pop up? Or after getting a logo design from your IT guy, only to be slapped with a cease and desist letter or worst still, an infringement action. The goodwill attached to a company’s name comes in handy during market valuation, contracts, mergers and acquisitions, take-over and bye-outs, adverts, etc. Thus it has been described as the soul-image of a business. See the playout in Nokia. It is so important that even outside companies goes beyond their territory to register and protect their trademarks.
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