填空题
{{B}}What Is a
Trademark?{{/B}} There are several types of company and product
identifications. The trademark, also called a brand name, is the name by which
people can speak of the product. Very often a trademark will include some
pictorial or design element. If it does, the combination is called a logotype
(or simply a logo).
Trademarks are proper terms that identify the
products and services of a business and distinguish them from products and
services of others. Specially, a trademark is a word, design, or combination
used by a company to identify its brand and to distinguish it from others, and
it may be registered and protected by law.{{U}} {{U}} 1 {{/U}}
{{/U}}. Trademarks can also be termed service marks when used to identify a
service. In general, a trademark for goods appears on the product or its
packaging, and a service mark is used in advertising to identify the
services.
The logo design is an extremely important element in the
successful marketing of a product. It is difficult to sell a product until a
reasonable level of name recognition is achieved among the consumers.{{U}}
{{U}} 2 {{/U}} {{/U}}. Most designers attempt to forge a compatible
relationship among the package design, logo, and advertising for the product. A
strong logo on the package and in product advertising creates an environment of
recognition.
Clearly, the most successful packages are those that
combine an intriguing design scheme with a provocative logotype.{{U}}
{{U}} 3 {{/U}} {{/U}}. After all, when pushing a shopping cart down
a supermarket aisle, the consumer's first images will be recognizable brand
names. Trademarks should not be confused with trade names, which are corporate
or business names. General Motors, for example, is the trade name of a company
making automobiles whose trademark (not trade name) is Buick. The terms
trademark and trade name are often confused.{{U}} {{U}} 4
{{/U}} {{/U}}. Trade names can be used in the possessive form and do not
require a generic form. Many companies, however, use their trade names as
trademarks. For example, Reebok International Ltd. is the corporate name, and
Reebok may be used as a trade name, as "Reebok's newest line of athletic shoes
is for children. "{{U}} {{U}} 5 {{/U}} {{/U}}. Some personal
names (as with product names) may sound the same but may have different
spellings--Sherry, Sherri, or even Cheri. Or they may simply be very familiar
names--Jennifer, Jane, Susan, Emily--or dearly distinctive, like Ruhanna. Yet,
distinctive may appear difficult to read or pronounce.{{U}} {{U}}
6 {{/U}} {{/U}}. They want names that can easily become familiar to
consumers, yet be easy to read and pronounce and be memorable. A. What we
mean is a logo that is distinctive enough if it is extracted from the package
will still project the visual personality of the product. B. Trade names are
proper nouns. C. In fact, the creation of a logo is so important that a
number of firms have been established whose primary function is the design of
logos, packages, and corporate identity. D. General Electric has a simple
procedure for developing trademarks for its brands. E. Companies and products
have a similar problem. F. Reebok also is used as a trademark: "Are you
wearing Reebok athletic shoes or another brand?" G. Trademark formats can
include letters, numbers, slogans, geometric shapes, pictures, labels, colour
combinations, product and container shapes, vehicles, clothing, and even
sound.