A Global and Local Outlook
Edited by Irene Calboli and Jacques de Werra
Chapter 22: TRADEMARK TRANSACTIONS IN ASEAN: CONVERGENCES AND DIVERGENCES IN EMERGING MARKETS
Trademarks play an important function as indicators of origin and as guarantees of quality. Increasingly, trademarks are also seen as important tools for advertising and building brand equity. Businesses are always seeking new signs to promote and to sell their goods and services. As would be expected, the list of signs that can constitute a trademark has also expanded greatly and ranges from the traditional signs of words, logos and two-dimensional graphical representations to the non-conventional ones such as colours; shapes of goods and aspects of packaging; smells; sounds; gestures or moving signs; position signs and interior décor of shops. Trademarks, therefore, form an important part of a firm’s intellectual property portfolio and, in many small and medium sized firms, trademarks are probably the most common intellectual property created that is of great value to the firms. As these firms grow in their sales and revenues, the trademarks that are applied to their goods or services also rise in tandem with their value and become important company assets. Examples of such firms in Asia include Samsung (South Korea); Huawei (China); Toyota (Japan); and SingTel (Singapore), just to name a few.
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