A trademark is a sign used to distinguish the goods or services of one person or business from those of others. It may consist of words, designs, sounds, colours, shapes, packaging, scents, moving images, or other non-traditional elements, provided it functions to identify source.

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When used properly, a trademark allows consumers to recognize and choose a particular business’s goods or services. Over time, this recognition generates goodwill—the reputation and positive association that attracts consumers and gives the trademark its commercial value.