On Semiotic Functions of Trade Mark (Brand)

Abstract

The main aim of the paper is to define trade mark and to indicate varied semiotic functions which it fulfils. We define trade mark as a product of man used on the market to identify products or services of a certain firm or to distinguish products or services of a certain firm from those of other firms. All trade marks fulfil an identificative or differentional function. We distinguish trade mark from trade name: the trade name becomes a trade mark iff it has such-and-such a specified visual form. We claim that trade name is a proper name which refers to a certain firm and has no connotation. Trade mark in advertising (1) refers to particular products or services and (2) connotates the product’s (service’s) property being produced or distributed by a particular firm. The trade mark placed on the package of some product is both: (1) an index sign, which “points to” the fact that the object in the package is produced or distributed by such-and-such a firm and (2) a performative (a sign which generates a new state of affairs), which certifies that the object in the package is produced or distributed by such-and-such a firm.