If you drive, say, a Mercedes, you are not a BMW, Cadillac, Ford or VW driver. Trade marks are part of our personalities, offer us worlds and roles and help us to make a statement about ourselves.

As the well-known advertiser Walter Bosch once said:

"Trade marks are part of our lives. Some come and go, others were there long before we were born and will still be there long after we have gone. Like historical monuments in our towns, like annual holidays, like the seasons, they have become constants in our daily lives, a piece of home. They are part of our cultural identity, lying dormant in our collective subconsciousness. Far beyond their commercial purpose, they take on a ritual meaning. They are a mystical component in our rational, objectified world".

A successful trade mark increases in value !