Abstract

Analyzing subject of this report is the trademark as a individualizing element, image mark and intangible asset for any organization. The author of the publication proves that the management of the trademark is a key aspect in the overall management of modern organizations regardless of the fact that currently it is not a focus of managers. The report suggests separation of an independent functional strategy of trademark management, named as “Strategy of commercial signage”. This strategy creates new opportunities and avoid the clichés of strategies like "red ocean".