The term “trademark” is often used to refer to any of the four types of marks that can be registered with the United States Patent and Trademark Office (USPTO). These four types of marks are trademarks, service marks, certification marks, and collective marks.
The two main (most popular) types of marks that are registered with the USPTO are trademarks and service marks. The term trademark means any word, name, symbol or device, or any combination thereof, used by a person to identify and distinguish his goods, including a unique product, from those produced or sold by others. A trademark is used in association with a product. For example, the circled mermaid “Starbucks” logo found on Starbucks coffee mugs is used in association with the product, coffee products. The brand “Reebok” is used in association with sports shoes.
Service mark
The term “service mark” means any word, name, symbol or device, or any combination thereof, used by a person to identify and distinguish the services of one person, including a single service, from the services of others. Therefore, a service mark is used in association with services. For example, the actual name “Starbucks” is used in association with retail store services in the field of coffee, tea, etc.
The other types of marks that can be registered with the USPTO are certification marks and collective marks.
Brand certification
The term “certification mark” means any word, name, symbol or device, or any combination thereof, used by a person other than its owner, and certifies that the goods or services in connection with which it is used possess certain defined characteristics. Said characteristics may include material, manner of manufacture, quality, precision or other characteristics of the goods or services of said person. Unlike trademarks and service marks, the owner of a certification mark must not conduct a trade or business that involves the supply of goods or services of the certified type. The owner of the mark authorizes others to use the certification mark. For example, the use of a trademark by a union may certify that the work or work on the goods or services was performed by members of that union. Another example of a certification mark is the “Energy Star” logo that is placed on products that are considered energy efficient. This logo lets consumers know that the product they are buying has been certified as energy efficient by the United States Environmental Protection Agency (EPA).
Collective brand
The term “collective mark” means a trade mark or service mark used by the members of a cooperative, an association or other collective group or organization, and which the members of the organization often use to identify themselves with a level of quality or precision. , geographical origin or other characteristics established by the organization. An example would be the brand “CPA”, which is used to indicate the members of the Society of Certified Public Accounts.