A trademark is a legal protection that enables companies to identify their products or services with an individual sign - such as a name, logo or symbol, and thus stand out from competitors. The registration of a trademark offers the owner exclusive rights to use this sign, which strengthens the recognition value and consolidates the identity of the company on the market. Trademarks not only protect the identity of products and services, but also promote consumer confidence and make a significant contribution to building long-term customer loyalty. Whether for an innovative start-up or an established company, trademark protection plays a central role in the corporate strategy and helps to secure a strong position in the market. The period of validity of a trademark is initially 10 years and can be extended an unlimited number of times for a further 10 years as long as the renewal fees are paid on time. Unlike patents, the registration of a trademark is not subject to a substantive examination of protectability, but the office does check the formal requirements and possible absolute grounds for refusal, such as lack of distinctiveness or misleading information. Comprehensive trademark protection therefore requires thorough research and a clever application strategy to ensure that no earlier rights are infringed and that the trademark will be sustainable in the long term.