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A trademark is a distinctive sign that enables the consumer to identify the origin of a product and to distinguish the products and services of one company from those of its competitors. When a consumer associates a mark with an expectation of quality, it can be a powerful sales argument. All the marketing efforts of a company aim to increase its notoriety and reputation.

In Switzerland, mere use of a trademark does not grant any right to deprive others from using it, unlike under the previous Swiss trademark law and contrary to the case in some other countries. It is necessary to file a trademark in order to prevent it being usurped by others.

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