Article 7 of the Italian Code on Industrial Property (Decree Law 30 of 10/02/2005) provides for companies to register as proprietary:
“all marks liable to be reproduced graphically, particularly, words, including names of persons, drawings, letters, numbers, sounds, shapes of products or of their confection, colour combinations or shades of colours, provided that they serve to distinguish the products or services of one company from those of another.”
A distinctive trademark or brand is essential to any company that wishes to operate in the market with a distinctive identity that consumers recognise.
Success in the market presupposes, therefore, not only high quality products and services, but also the ability to achieve consumer recognition with a name or brand (or image) that distinguishes the company from its competitors.
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