It's hard to imagine our personal everyday lives and most industries without trademarks and brands. Brands not only influence the purchasing decisions of end consumers, but also those of buyers in industrial companies. But why is that?

Brands act as symbols of certain qualities, such as safety, trust or reliability. Brands to which such positive characteristics are attributed are bought more frequently than others. In industry, of course, rational considerations such as function, quality, price and performance are paramount. Nevertheless, brands influence the subjective perception of a product in terms of its characteristics and quality. Buying certain brands also activates the reward center in our brain and increases confidence in the purchase decision made. This process ensures that we reach for the same brands again and again.

Strong and differentiating B2B and B2C trademarks therefore provide a clear competitive advantage. A well-known brand helps you achieve higher product and service margin and increases your sales volume. And as the owner of a registered trademark, you have the right to fend off unauthorized imitations, i.e. free riders. We help you enforce this right in cooperation with specialized attorneys.