How should I know if my brand needs a trademark?

“A lot of businesses focus on the product: what's good about the product, what makes the product so different, the unique selling proposition. You hear these phrases all the time. Take On Goliath looks at things a little differently. We go far enough back to see what's needed to support the consumer, the retailer, the wholesaler, and then the brand itself.” Read the full story of Dave Christie, the founder of Take on Goliath, another inspiring brand protected by Trama that helps SME businesses be seen and heard more.

Brands tend to evolve and undergo numerous changes over time. Many companies have changed their names to cater to a larger audience, either by altering their original logos for a more modern look or abandoning controversial words in their slogans. As the company expands beyond its planned offerings of goods and services or decides to take a different direction altogether, usually what follows are certain changes or even complete rebranding. A common question is then: can trademarks change over time? Well, it depends.

People all over the world are using smartphones and tablets. As mobile app usage grows in popularity, the number of app downloads worldwide increases as well. The global mobile application market size was estimated at USD 187.58 billion in 2021 and is expected to reach USD 206.73 billion in 2022[1]. The trend shows that more and more people prefer to use mobile devices over the traditional system, which means more businesses are transitioning their services to mobile-first software solutions. Trademark registration offers an effective mechanism for protecting the uniqueness of this vital asset of any business, including mobile apps.