A trademark is a brand that has been given exclusive legal protection for both the brand name and the pictorial design. People are often impressed by certain brand names, even though they say they know there is no difference between brands in a given product category. For example, when someone who says that all aspirin is alike asks for an aspirin, put two bottles in front of him—one with Excedrin label and one labeled with an unknown brand. See which one he chooses. Most people choose the brand name even when they say there is no difference.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit, and my Lectures.