What is the primary function of trademarks?

Trademarks primarily serve to protect consumers from confusion regarding the source of goods or services. By providing a recognizable and distinct symbol, name, or logo, trademarks enable consumers to identify the products of a particular business and differentiate them from those of competitors. This protection fosters trust and consistency in the marketplace, as consumers can associate certain qualities or characteristics with the trademarked product based on their past experiences.

The focus on recognizability and distinctiveness is essential because it directly relates to the purpose of trademarks in preventing misleading advertising and ensuring that consumers can make informed choices. Trademarks do not inherently enhance product visibility, guarantee fair competition, or directly lead to increased price premiums; rather, their primary function centers around creating a reliable association between a brand and its offerings, which ultimately protects consumers from confusion.