Word element in trademarke (TZ) plays an important role because thanks to it, the owner has a unique opportunity to create positive associations among consumers with the products of this company and draw their attention to the positive qualities of the goods. The verbal elements of technical knowledge include not only words and their combinations, but also combinations of letters and even sentences. At the same time, the verbal technical specification must be clear, accurate and easy to remember, and the addition of slogans and logos makes it unique and highly effective in the market, distinguishing the company from its competitors.
It becomes more difficult to come up with a verbal TK every year, since the market is oversaturated with them, and therefore, as soon as it is possible to create a unique TK, it is necessary to immediately register it with Rospatent, otherwise there is a danger for the company to lose it.
As a rule, the Cyrillic and Latin alphabets are mainly used to create verbal characters. So, for example, in Cyrillic you can create idiomatic expressions, neologisms, figurative meanings and from them generate a unique verbal TK. For example, “Northern Airlines” can be transformed into “Seavil”, and in addition to it, you can come up with interesting slogans.
When creating a verbal TK in the Latin alphabet, as a rule, words that actually exist in the countries of the Romano-Germanic group and fantasy words, which are especially popular in the field of medicine, are used, for example, Tsireton, Aranem, etc.
They can also be used to develop verbal TK words in Chinese, Japanese, Arabic in the form of hieroglyphs, but in this case such verbal TK will look like a beautiful work of art and will be considered as a graphic TK.
It should be noted that there are two types of verbal TK. One of them includes those in which only the word itself is protected, and not the graphic image.
In other signs that are made in a unique graphic manner, a special role is played by visual components, and their other elements play a secondary, but nevertheless important, role. As a rule, consumers remember them in the form of a visual image, for example:
An important feature of such verbal TK is that not only their graphic image, but also their verbal image is subject to protection.
Also, verbal technical specifications may differ in content. For example, some of them may include words that are familiar to us, but which do not reflect the type of activity of the company, and therefore are easily remembered by the consumer. For example, the “Apple” sign for an electronics company.
Sometimes company owners use their last name or first name for verbal technical specifications. For example, Emil Skoda (owner of the SKODA company, which was engaged in heavy engineering - locomotives, carriages, units for ships). This company subsequently began producing cars under the SKODA brand.
There are still restrictions on using the manufacturer's name as a trademark.
So, for example, in the USA and Great Britain there is a rule when registering a trademark - the consumer should not perceive the trademark as an indication of a specific person. And in Russia, France and Japan it is allowed to use a surname as a verbal trademark, but only if the verbal technical specification has additional elements, which provides the mark with distinctiveness.
In conclusion, I would like to note that when developing a verbal trademark, it is necessary to pay attention to its compliance with the criteria of protectability and advertising ability.
Assessing the advertising capacity and protectability of verbal trademark is very important for the development of a company’s business and its place in the market. Thus, if a mark meets all the criteria for protection, then it can be registered with Rospatent, and its owner will receive exclusive rights to use it. A sign that meets the criteria for advertising effectiveness should not only cause positive associations with the company’s products and be easily remembered and recognizable, but should also contribute to the formation of a positive attitude towards the product among the consumer. A distinctive feature of advertising-worthy verbal technical specifications is also that they are easy to read and perceive by ear by the consumer, and can be transmitted on the principle of “word of mouth” if the company successfully develops in the field of producing goods or providing services.
