According to the Article 4 of the Industrial Property Law No 6769, Trademark may consist of any kind of indication such as words including person names, shapes, colors, letters, numbers, voices, and forms of the goods or packages on the condition that it enables distinguishing the goods and services of an enterprise from the goods and services of the other enterprises and it can be represented in the registry as providing a clear and accurate understanding the subject of the protection provided to the trademark owner.
While it is generally known as a name or a logo, a trademark is a complex and precious intellectual capital to be protected beyond a name and logo. Trademark is the past and future of a product. An enterprise presents all its efforts for competition to the customers by means of the trademark and obtains the desired profit. Thus, trademark strategy should be determined and created and the processes after the registration should be managed well.
“Branding” and “Trademark Registration” terms are confused with each other, though they are related to each other in the market. Branding relates to increasing the recognition, credibility and quality of the trademark in terms of marketing, also enhancing product properties, sales, R&D, strategy abilities along with the advertising and marketing activities. Registration is providing a legal protection in order to gather all these transactions under one indication.