A good trade mark isn’t always the result of a purely rational strategy – sometimes what makes a brand strong is the feeling it evokes in the consumer.
It was precisely this emotional resonance with consumers that ensured the market success of our trade mark winner in May: A. Le Coq’s slogan “Longime koos”, created in collaboration with the advertising agency Taevas Ogilvy.
“In a niche where products may seem similar, a trade mark plays a crucial role. Competition often happens not only between prices or quality, but also on the level of emotions and values,” noted Pilvi Tering, A. Le Coq’s brand manager, in an interview with the Estonian Patent Office.
We wrote a longer article in Estonian in the Patent Office's blog: how the idea for “Longime koos” was born, how the playful slogan was launched, and why it was important for the company to protect it as a trade mark.