If a trademark serves to individualize goods, then a brand is a set of consumer expectations that are satisfied through a product or service over a long period of time and justify consumer trust.
The main differences between a brand and a trademark are presented in the table:
| Trademark - has an exact registration date | A brand is built over an extended period of time |
| A fee must be paid to register a trademark | Significant investments are made in brand development throughout its lifespan |
| Trademark - legal term | Brand is an economic term that has such characteristics as recognition, exclusivity, guaranteed quality, associations, emotions, impressions. |
The success of a brand largely depends on the effectiveness of interaction with consumers of a certain market segment. Moreover, a brand may be successful in one market, but not in another.
A trademark can become a brand if it evokes strong associations among consumers with the company's goods or services, acquires great influence in the market, and is highly valued among consumers compared to the trademarks of competing companies.
That is, the formation of a brand in many cases depends on consumers, the company’s reputation and a well-constructed business strategy. Only in this case can we say that the brand is a well-promoted, widely known trademark.
