What to Trademark
Most business owners think "trademark" means "company name." That's part of it — but only part. Trademarks can protect a much broader range of brand assets, and missing some of them is a common (and expensive) mistake.
Your Business or Product 姓名
This is the most common type of trademark. Word marks protect the name itself in any font or styling. They are the strongest, most flexible form of protection.
Your Logo
If you have a distinctive graphic mark, register it separately from your name. A logo registration protects the visual design even if the name changes.
Your Slogan or Tagline
Memorable, distinctive slogans ("Just Do It," "Think Different") can be registered if they are not purely descriptive.
Product Packaging & Trade Dress
The shape of a Coca-Cola bottle, the red sole of a Louboutin shoe, the unique blue of Tiffany boxes — all are protected as trade dress trademarks.
Sounds, Colors, & Other Non-Traditional Marks
Sound marks (jingles), single colors, and even smells can be protected in some jurisdictions if they have acquired distinctiveness. Thailand is more restrictive but does accept some non-traditional marks.
Best practice: register your name as a word mark AND your logo as a separate logo mark. This gives you the maximum legal flexibility as your brand evolves.