If you want to give a technical definition of what a brand is, you need to refer to art. 7 of the industrial property code. In fact, this term means any graphic sign for which a registration has been requested and obtained and with which a company identifies its own product or service to distinguish it from the competition.
WHY YOU NEED TO CHOOSE A BRAND
Many ignore its importance, but basically we speak of a distinctive symbol of strong economic impact for any company. On closer inspection, in fact, the brand represents the name with which a company presents itself to its reference market and which often in the collective conscience acquires its own identity distinct from the corporate one. Think for example of brands like Pandora, Gucci, or Tiffany. In fact, they are brands that have assumed such importance that they even replace the company name itself. In short, a symbol like any other that helps the audience to remember our company and our production.
For this reason, and for many others, a brand must be sufficiently distinctive and individualizing to allow a product or a series of products, not necessarily of the same type, to consolidate in the memory of its customers and convey the message to be transmitted and with it all the values that the company wants its customers to associate with it.
The registration of a sign as a trademark has no absolute effect, but is in any case limited to one or more specific types of products and services, as organized according to the Nice Classification, whose identification when filing the registration application is fundamental to make sure that your sign is registered with reference to the products and / or services with which it will actually be associated. Which means that the trademark registration Italy is not synonymous with total domain of the registered sign for any type of use, but its protection is limited only to the products and services for which registration has been requested.
For brands that have a certain reputation or are more famous, the protection tool can also be extended to products and services similar to those registered. For this reason, it is very common to find identical and validly registered brands but with reference to different classes of products or services or even for the same classes but for different products or services.