Good trademarks are fixed points in an unclear world. They are a vehicle for outward communication and should transport certain messages.

 

... does not only have the branded article an emotional component, it is an enormous economical  factor. Over 20% of the total economic production are represented by trademarks . On their added-value-"cup" hangs whole industries. (Horst Priessnitz, managing director of the association for the protection of trademarks in FOOD ECONOMY 13 2001, S.22)

 

Will survive only such enterprises, which convince with strong trademarks while they have the costs the grasp.

 

Net assets are replaced more and more by  intellectual capital (i.e. trademarks).

 

1000 Trademarks of products have humans on average in their mind. The entire active vocabulary amounts to an average of approximately 2500 vocable terms - without the product names. The most memorable trademarks are from food, beverages, cars, clothing and computers. (source: Restaurant economics 15.11.2001, Nr.47, S.12)