A trademark is often thought of as a word, phrase or logo used as an identification mark for distinguishing goods and services of a particular manufacturer or seller, however, under extreme circumstances, certain characteristics like the color or particular shape of a product may also be afforded trademark protection. This may happen when the color or shape is used distinctively on a product in an unconventional way.
Reputation is a key factor to its success. A company's trademark provides that business with a distinctive identity. A trademark may be a name, word, logo, symbol, image or a combination of all of these examples. People often identify a company by its brand.