Abstract
The trademark of a company is more than simple logo or symbol. Nowadays the brands have a real power over customers and firms. The customer buys something that is more than just a product. The values of the company are reflected in the brand equity. Those values and principles are represented all over the world by the Internet, televisions, magazines, newspaper, sports (sponsoring) etc. Companies and products that throw their trademarks, have a huge implication in the culture of countries where they are established and even where they are not. However, brand recognition is hard to get, and easy to lose. The word ?brand' represents a trademark created by a producer. The product maker creates a typical and unique name, logo or symbol in order to be distinguished from other producers. Thus the customers, consumers or both cannot make a mistake while choosing a product. The product, in turn, has an influence on the brand. It could be positive or negative, but the customer is influenced by the symbol, logo or the name in one way or the other.
