What is a trademark?
A trademark is a recognizable sign, symbol, or expression that identifies products or services of a particular source and differentiates them from those of others. Trademarks can include brand names, logos, slogans, and even distinctive packaging. These marks serve as valuable intellectual property assets, embodying the reputation and goodwill a brand has cultivated over time.
Companies invest heavily in building strong brand identities, and trademarks are at the heart of this effort. When used effectively in advertising, trademarks do more than identify a product. They communicate your brand’s message, foster loyalty, and create lasting emotional connections with consumers.
Real‑world risk: advertising placements you didn’t plan for
While much of the discussion around trademarks focuses on how you use them in your own campaigns, recent research shows another form of “misuse” that’s rising in importance for brand owners: where your advertising actually appears online and how those placements could damage your brand.
According to the 2024 report commissioned by the European Union Intellectual Property Office (EUIPO), a significant share of advertising impressions served on websites that host infringing or pirated content came from legitimate brands, even major ones. In 2024, branded advertising made up about 61 % of monitored ad impressions on such infringing websites and an even higher 96 % on mobile apps.
This trend matters because ads placed on sites that provide or promote pirated content can:
Associate your brand with risky or illegal digital environments, which can confuse customers and dilute your value proposition;
Fund or legitimize platforms that infringe intellectual property rights
Trademark misuse: business and legal implications
When trademarks are used improperly (whether by others mimicking your mark or your advertising unintentionally appearing alongside infringing content) the consequences extend beyond legal risk:
Likelihood of confusion: Customers might be misled about who is behind a product or service if a similar mark is used in an ambiguous context.
Trademark dilution: Unauthorized or contextually inappropriate use can weaken the distinctiveness of your brand.
False or disparaging associations: Ads served on pirate sites or infringing platforms could leave customers with negative or misleading impressions.
Counterfeiting support: In the worst cases, advertising placements may inadvertently promote counterfeit goods or services.
Trademark owners have the right to enforce their marks, but smart brands also recognize that protecting where and how their marks appear is as strategic as protecting what the marks say.
Protecting your brand starts with visibility
Responsible marketers know that brand protection isn’t just a legal box to tick: it’s a strategic advantage. It supports long‑term growth by ensuring every touchpoint reinforces what your brand stands for.
To stay ahead of misuse and protect your brand across the digital landscape, you need visibility and control. Trama’s brand monitoring services help you identify trademark infringement, track where and how your marks are being used, and spot risky placements, all from a single dashboard. With proactive monitoring and actionable insights, you can safeguard your brand reputation, optimize your advertising footprint, and reduce exposure to infringing environments.
