Purpose | Protects the branding of products | Protects the branding of services | Used by a group to indicate membership or common standards | Indicates full legal protection after registration | Certifies that a product or service meets specific standards |
Covers | Words, phrases, symbols, or designs that represent a product | Words, phrases, symbols, or designs that represent a service | Marks used by members of a collective organization | Any trademark or service mark after registration | Marks certifying quality, origin, material, or manufacturing method |
Legal Protection | Offers limited protection before registration, full protection after | Offers limited protection before registration, full protection after | Protects marks used by a group for goods or services | Full legal protection after registration under IP law | Full legal protection once registered, but cannot be used by the certifier |
Registration Symbol | TM (™) before registration; ® after registration | SM (℠) before registration; ® after registration | No specific pre-registration symbol; ® after registration | ® symbol only after official registration | ® after registration (cannot use pre-registration symbol) |
Registration Process | Conduct a trademark search, file with a patent and trademark office (e.g., USPTO, India) | Conduct a service mark search, file with the appropriate trademark office | File with the relevant office to protect collective usage | Application through the trademark office, then official status granted | File application to show compliance with certification standards |
Geographical Area | Protects the mark in the registered geographical area | Protects the mark in the registered geographical area | Protects collective marks in defined areas or industries | Protects the mark in the registered geographical area | Protects the mark across specified areas where it is registered |
Example | Coca-Cola logo for soft drinks | A law firm’s logo representing their legal services | Chartered Accountants logo used by members | Apple logo after official registration | ISI Mark for Indian product quality certification |
Identifies and Distinguishes | Source of goods in the marketplace | Source of services in the marketplace | Identifies members or standards of a collective group | Identifies a legally registered product or service | Certifies that products/services meet specified quality or standards |
Use of Symbol Before Registration | TM (™) to indicate a pending application | SM (℠) to indicate a pending application | No pre-registration symbol; must apply for protection | Cannot use the ® symbol until officially registered | No symbol can be used until officially registered |
Relevant Law | Governed by trademark laws | Governed by service mark laws | Governed by collective trademark laws | Governed by intellectual property law | Governed by certification mark laws |