It can be a word, a logo or a combination of both.
Your trade mark can be your brand and can be your most valuable asset, so it needs proper protection. It is likely to be a prized marketing tool and enables customers to instantly recognise your services or products.
Registering a trade mark gives a business the exclusive right to use it in the territories that the business operates in (and the territories/countries for which you have applied for registration in) and enables a business to take action if a third party tries to use it. Businesses can also use a registered trade marks as a revenue generating tool by licensing others to use it, or selling the trade mark out right.
Without appropriate research when you launch a business, a brand or re-brand an existing business you may inadvertently infringe someone else’s trade mark, which could prove a very expensive exercise.