Intellectual Property: How it is Essential in Modern Commerce
… Intellectual Property is not just the name of a company; it is its first ambassador, the business card with which it approaches strangers and the guarantee of continuity with recurring customers…
When humans lived in tribes, they closely knew the outstanding characteristics of other members. Knowing whether a hunting companion was skilled, brave or cowardly, fast or strong, helped others succeed. As social interactions became more complex, and living arrangements expanded, particularly with the advent of sedentary lifestyles around agriculture, it became necessary to create the first “brands,” which were nothing more than the reputation individuals had, and which could precede them. This became a shortcut for good coexistence, giving people who did not necessarily know each other information to form certain expectations about their interaction with the other. Some anthropologists argue that language arose from the need to communicate these characteristics between two people talking about a third, or, in other words, gossip.
In the modern world, Intellectual Property, mainly trademarks and designs that distinguish a product or service from others, serves precisely this function: providing users with prior knowledge of a set of exclusive characteristics they can count on.
Intellectual Property is not just the name of a company; it is its first ambassador, the business card with which it approaches strangers and the guarantee of continuity with recurring customers. There is no greater disappointment for consumers than buying a product that has dropped in quality from what was offered under a familiar name.
Although the work of building reputation relies on how business is conducted, it is especially important to protect that name (whether a logo, slogan, graphic design, or any other distinctive expression) from imitation. This is because a malicious person could take advantage of the work invested in creating a reputation and profit from someone else’s effort. Or, worse still, sell a product or service of lower quality, tarnishing the imitated brand. And while imitation is one of the best forms of flattery, in commercial matters, it is simply harmful. It is no coincidence that the registration of Intellectual Property is standardized in all countries where it is recognized, and countries that infringe these rights are viewed negatively in free trade.
If you are thinking about starting a business, make sure to protect all the intellectual property with which you brand it. It is even considered part of the assets of a company and adds value to it. It is a good way to start distinguishing yourself from the competition and ensure a better chance of success. You certainly do not want to build an excellent reputation just for your neighbor to take advantage of it.
Written by: Gónzalo Menéndez P
