Definition of brand and trademark, UNI/ISO standards
UNI PdR 111:2022

3.1 brand: Set of
elements and markers that identify and distinguish an entity related to an offer of goods, services and/or opportunities, whether or not made available for profit. Each element and marker of a brand may perform, to a greater or lesser extent, a denotative function, unambiguously identifying the brand and the entity, and a connotative function, creating distinctive mental images or emotions and evoking in the minds of users, interlocutors and observers of the brand an association with qualities, benefits, values, personality traits or other intangible, emotional, value, personality and functional characteristics. NOTE: This definition is consistent with the definition of brand in UNI ISO 20671.

3.11 trade mark: A sign capable of distinguishing the products or services of an enterprise from those of competing enterprises. Registration of the mark in a given territory gives the right to use it exclusively for the category of goods or services for which it is registered. Trade mark registration contributes to the creation of an intangible asset and to its protection in the event that identical or similar signs are used by third parties in a manner confusingly similar to that of the registered trade mark.

Trade marks classification

Trade mark: identifies the company and all products or services, not identified by specific trade marks, owned by the same company, body or organisation.
Goods or services mark: identifies a specific line of goods or services of a company, body or organisation.

Nationality of trade marks

National Trade Mark e Foreign Trade Mark.
A national trade mark is distinguished from a foreign trade mark on the basis of the nationality of the head office of the company owning that trade mark.

Direct and Indirect Exhibitors Marks

The participation of a direct exhibitor or co-exhibitor implies the presence of at least one Trade Mark (coinciding with the Trade Mark of the direct exhibitor or co-exhibitor); the representation of an indirect exhibitor implies the presence of at least one Trade Mark (coinciding with the Trade Mark of the represented exhibitor).

Brands in catalogue and exhibition

The Organiser shall prepare a catalogue, in any format, distributed and accessible to stakeholders, in which the corresponding Brands displayed by each direct or indirect exhibitor during the exhibition are shown.