There is a close, inextricable link between the concepts of "brand" and "trademark". We are talking about almost the same thing. A trademark in Kazakhstan is a brand considered from a legal point of view. That is, we are talking about a trademark as a brand subject to legal protection. If a brand is not registered as a trademark, then naturally it is not protected legally. That is why it is necessary to protect, that is, to register the owners of a product or service with their brands as a trademark in Kazakhstan.
Along with the legal relationship to the brand, there is also a psychological aspect. In this case, we are talking about information, reputation, image, available in the memory of consumers. In this regard, it is enough to mention such world-renowned brands of the Japanese automotive industry as Toyota, Suzuki, Honda, Nissan, Mitsubishi, etc. Today, their leadership in the global business of manufacturing and selling cars is generally recognized. And they rightfully occupy the highest places in the global hierarchy of this business. This is of course a separate, big topic why it happened. But it is a fact that, as they say, is a stubborn thing.
To be successful in business, owning a brand is extremely important. As you know , the driving force of the market is competition . So, it has been almost unequivocally proven that only those firms that have brands survive in this competition. As a rule , goods and services without a brand do not stand up to fierce competition and disappear without a trace from the market . Therefore, serious businessmen spare no expense and time to ensure that their goods and services are marked with certain brands.
Of course, it is clear that the registration of a brand as a trademark in Kakhastan occurs only once with further prolongation in ten years. But the work to maintain and enhance the image, reputation of the brand is a lifetime. The presence of a brand means a firmly established opinion in the minds of consumers. We constantly see this in our everyday life, how strikingly different from each other are products with brands and products without a brand. Thus, the brand is the result of long-term costly and painstaking work.
When it comes to a brand, each person immediately has an association regarding the quality of goods and services. As a rule, a brand characterizes a product or service from a positive side. An example is the following fact, when leading car companies recall their cars when they find certain flaws. So , such actions have as their reason the maintenance of their brands . Otherwise, their reputation, image, and hence the brand will be damaged.
About brands
It is generally accepted that the word "brand" is of Old Norse origin. In ancient times, this word denoted a brand - that is, a sign with which livestock owners marked their animals.