الشعار والاسم التجاري والعلامة التجارية .. كتاب معلم الصحافة والإنشاء

Logo, trade name and trademark

Each of these three things has a great relationship with advertising, given the excellent position it occupies in advertising for various commodities and commercial houses:

1- Slogan: It means that sentence that is always written in advertisements for a specific commodity, so that you hardly see an advertisement for it unless that same sentence is mentioned in it, like the poetic verses that are always printed on sham paper for tobacco rolls. A good logo is a simple, concise one that is easy to remember, contains the most important features of the product, and is not affected by the passage of time. However, changing the logo from time to time coincides with the human instinct that searches for everything new. However, the slogan in advertising is often not necessary, and it may not be palatable in some cases where it is not possible to encourage the public to buy.

2- Trade name: It is a designation given to a specific commodity to distinguish it from similar products, and to define its characteristics and characteristics. It is enough to say (Kodak) for the descriptions and characteristics of this photographic machine to come to mind. The trade name, then, is in itself an advertisement, but rather a beautiful advertisement that is short, useful, and low in cost, but it is of great value and great benefit. It is sufficient to demonstrate the value of a trade name if you know that it is bought and sold in commercial markets at high prices. It is also often included in the budgets of commercial houses as part of their assets, and is protected by its registration with the government so that someone other than the registrant is not permitted to give the same name to another commodity. When choosing a trade name, one should be short and easy to pronounce so that it is on all tongues, and its meaning should be very close to the type of goods. The name (Latif), for example, does not indicate an aromatic scent, but if you say (Nafas al-Zuhur), the reader will understand at first sight that it is a fragrant perfume.

3- Trademark: We mean by it (the registered trademark), and we do not need it. To it, except when we cannot be satisfied with the name, as in countries where illiteracy is widespread, then a picture is drawn next to the name, or instead of it, that is understandable to the illiterate person, such as the picture of an animal, plant, person, or something else. The value of the mark increases the more we announce it, until its image is imprinted in people's minds, and thus they know the goods as soon as they see that distinctive mark. The mark contradicts the logo in that it is not necessary to change it from time to time. On the contrary, it must be kept even if there is a change in the commodity. It also contradicts it in that the law protects it by registration. One of the famous brands is Al-Jamal Cement brand.