TRADEMARKS: CONCEPTS, FUNCTIONS AND TYPES

The article is devoted to the analysis of the trademark, which is an important factor in the trade and globalization of the international trading field. Trademark is an important element of market relations, a tool for improving the competitiveness of products and protection against unfair competition. By nature, a trademark is an informative source for the consumer describing the quality and nature of the product. For a manufacturer, a trademark is an idea that is embodied by manufacturer so that the consumer can easily and quickly identify among the many goods or services that brand and distinguish it from others. In general, the brand is an incentive to invest and produce quality and safe products. Particular attention in the article is given to defining the concept of trademark, since in the current legislation in the field of intellectual property there is no uniform terminology. The article also analyzes the functions performed by trademarks. There are several basic functions, namely: a distinguishing feature that distinguishes a particular company, service or product from competing companies, services or products, ie make them easily identifiable, informative, indicating the origin of the goods or services, the function of indicating a certain quality product or service and an advertising feature to provide consumers with product or service information. Accordingly, the article analyzed different types of trademarks. Verbal trademarks consisting only from words are effective because of their easier perception of sight and hearing. Pictorial trademarks are artistic, graphic or other designations. Such images may concern humans, animals, or be stylized. A trademark can be registered as a bulk trademark, namely in the form of a product or its packaging. Such a trademark may be a trademark badge, perfume bottle or beverage bottle. Combined trademarks, which are a combination of verbal and pictorial designations, are also popular. Both parts must be connected by story-wise and composition-wise in order to perceive them as one.