TRADEMARK AS A MEANS OF COMMUNICATION

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The whole modern world is imbued with signs. All processes are carried out by means of signs. The signs that surround us have various functions — they indicate the direction of movement,indicate the quality of the product, some have a hidden meaning. A person recognizes the signs and uses them every day. One of these types of marks is a trademark.By accepting information in signs, a person not only reproduces, but also creates a subjective understanding, meaning, meaning based on the principles of one's culture, intelligence, emotions and experience. That is, everyone has the same information, but the meaning and content are different.Modern trademarks are well-established forms of corporate culture. Such a culture extends to various aspects of social interconnections — legal, economic, commercial, cultural, and so on. Trademarks are business cards of companies. Trademarks, among other things, perform a communicative function. Trademarks should declare and represent their owners favorably, form the image of products and services, achieve consumer loyalty, and more. In the context of the expansion of trade and business network companies in the national and global markets, the trademark serves as an instrument for competitive confrontation. Understanding the importance of trademarks in the creating an overall corporate identity, their potential owners understand that the development of trademarks requires considerable effort.The success of companies should be supported by a consistent communication policy. The article discusses some of the communicative properties of a volumetric trademark (in the context of this article, packaging). Through the trademark's communication functions, the relationship between the manufacturer and the potential consumer is established. The formation of relations between the trademark and the consumer is achieved precisely through an effective communication process between them. All elements and functions of communicationbetween the trademark and the consumer should be aimed at providing objective and convincing information not only about the product itself, but also about the trademark. The trademark itself is an integrating element of the communication system, because it combines the goal — the formation of a need, the process-the implementation of the contemplation and the result — the formation of consumer loyalty.