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ARTICLE · 07 JANUARY 2026

Brand Protection: Essential Consideration For All Entrepreneurs

Fogler, Rubinoff LLP
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A brand can be a word mark, or an expression, and both might be used with design features; a brand can also be a logo or a slogan, all of which can form part of your brand.

CanadaIntellectual Property
Marie Lussier
Marie Lussier
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SELECTING A BRAND

What is a Brand?

  • A brand can be a word mark, or an expression, and both might be used with design features; a brand can also be a logo or a slogan, all of which can form part of your brand.
  • A brand identifies the source of your goods or services.
  • Over time, a brand becomes a form of shorthand and conveys to consumers a set of perceptions, associations, values and personality that consumers associate when seeing it. For example, those perceptions and associations are automatic and are different if I say COSTCO versus HOLT RENFREW.
  • Over time, brands become a valuable business asset. And they can be sold and licensed and generate profit that way.

Different Types of Brands

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