Types of brands

Basically, there are 6 general kinds of brands, each of them plays a special role in establishing market relations. They are:

Product brands. This term refers to the brands, under which food products are produced. For example, well-known trademarks as Nestle, Coca-Cola, Lipton tea, Nescafe coffee drink, etc.

Service brands, which are most often identified with different services. For example, Wizz Air airlines are typical service brand. You buy services, style of air travels from Wizz Air with typical package, framed with respective colors, etc. A good example of service brands are the banks: PrivatBank, Pravex Bank, Monobank, etc.

Personal brands belong to specific persons. The first who started to use personal brands were famous figures of Hollywood, and now the stars of domestic and foreign pop music continue this tradition, for example: Scorpions, Tina Karol, Taylor Swift..

Organization brand includes corporate brands, charities, political parties, for example: Lytvyn Party, Narodna Samooborona Party, etc. I.e., in connection with the expansion of the commodity-working nature of market relations, names of the companies, firms, which include in their marketing strategy the concept of the institutional brand, became brands. Examples of such brands are Microsoft, Apple and Sony. Brand events have received wide application today. They include concerts, tours, car racing as Formula 1, "Kievan Rus".

Place brands are used to promote as new, as already known historical, cultural and resort places. For example: Paris, Karlovy Vary.

According to the form of their expression, trademarks can be wordy, figurative, three-dimensional, combined, etc.

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The wordy marks, anyway, are often associated with the brand name of the company and particularly produce all its essential elements. Their popularity is determined by the fact that they are well remembered, suitable for advertising and are easily distinguishable.

Figurative trademarks exist as variety of icons, pictures, ornaments, symbols, images of animals, etc. The success of figurative trademarks is mostly determined by their simplicity, showiness and effectiveness in terms of advertising, and by the possibility of usage with range of materials.

The most common type of combined trademarks is a variety of labels, which typically combine wordy and figurative elements in a specific color.

A stated color is also one of the important distinctive features and elements of the trademark.

Three-dimensional trademarks. They represent the trademark images in three dimensions: length, height, width. The three-dimensional trademark belongs to form of the goods themselves or their packaging, as well as their parts. At the same time, three-dimensional trademark cannot simply repeat the appearance of the well-known object, but should be new and original in appearance. Ideally, the three-dimensional trademark corresponds to marked goods nature, the company style, the consumer tastes. Perhaps, a shape "Coca-Cola" company bottle can be considered the most well-known three-dimensional trademark.

According to the Order of the Ministry of Economy of Ukraine No. 19889 dated August 6, 2024, new Rules for registration of trademarks, adapted to EU requirements, are in force.

Now, new types of trademarks are available for registration. For example, while previously the most common designations were verbal, figurative, and combined, now they include motion, multimedia, ornamental, positional, holographic, and color as such or a combination of colors without outlines.

Ornamental trademark - according to the Rules, this is a designation that consists only of a set of elements that are regularly repeated. Since an ornamental trademark can be registered as a pattern on fabric or packaging material, which is a recognizable element of the business. Previously, an ornament could be registered as an industrial design, but unlike trademarks, the legal protection of which is 10 years with an unlimited number of extensions for the same period (equal to infinity as long as the business is alive and needs this object), the term of validity of industrial designs is a maximum of 25 years.

Positional trademark - this is a designation that has a specific way of placing or attaching it to the product. That is, it is a clear position of the company's logo, image, pattern or other distinctive element on its products. During registration, an image of the product is submitted in the application, where the positional designation that requires legal protection is reproduced in clear lines, and everything else is in dotted lines. It should also be taken into account that, in order for a positional designation to be registered, it must not perform purely decorative functions, but must also be original and have distinctiveness, that is, the consumer must be able to distinguish it from the general appearance of the goods and perceive it as an element that distinguishes this product from similar products of competitors.

Motion trademark - is a sign that includes or consists of the movement of the elements of the sign or a change in their location. When filing an application for registration, one or more images are provided, which are arranged in such an order that they are arranged in a specific sequence of movement or a specific sequence of change in their location.

Multimedia trademark - a designation consisting of a set of images that move or change location sequentially, and sound, which together constitute one integral trademark. A video recording is attached to the application for registration of such a designation, and the requirements are set as for the submission of motion and sound trademarks.

Holographic trademark - is made in the form of one or more images that, when combined, fully reflect the holographic effect. A video recording and a description of the designation may be attached to the application for this type of trademark.

Since motion, multimedia and holographic designations are, so to speak, more voluminous and contain a greater number of elements than, for example, positional and ornamental, during the examination they are compared both with previously filed for registration or registered motion, multimedia, holographic trademarks, and with ornamental, positional, verbal, pictorial, combined or other types of designations that include comparative elements..

The final document of the procedure of trademark registration is the Certificate of Ukraine for a trade or service mark.