Trademark is one of the types or domains of intellectual property. Trademark can be understood as a sign or combination of signs which helps one in distinguishing and identifying the goods and services as those produced or provided by a specific person, organization, company or enterprise. E.g., Dell is a trademark that helps one in identifying the laptop and its features when there are other laptops placed besides it.
Thus, trademark distinguishes the goods and services from similar kinds of goods and services. It is a mark which aids one in identifying the goods or the service provider from the rest of the providers who are into the same trade.
Trademark is a broad concept with a conventional outlook but with time there are further concepts like trade dress and trade ambience which have been a part of trademark based on the non-conventional outlook.
The two concepts of trade dress and trade ambience evolve from trademark where Trade Dress means the characteristics of the visual appearance of the product or it’s packaging that signifies or indicates the source of the product. E.g., of Trade Dress: The shape of a Coca-Cola bottle can be identified because of the distinct visual appearance which the consumers can relate to.
Trade ambience is still an evolving concept in the field of trademark. The brand ZARA revolves around the theme of black. A colourful ZARA store is beyond imagination because the ambience has created a distinguishing relation between consumers and the brand.
The evolution of trade ambience is due to the expounding consumer psychology and the non-conventional outlook towards brand image which is getting developed with changing times and trends!