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A Great Trademark Serves as the “Goodwill” Ambassador of your Business!
© Cheryl Hodgson 2007 | Posted on May 14, 2007
By Cheryl L. Hodgson
© Hodgson Law Group 2007
What exactly is “Goodwill”?
That value attributed to a business that is not tangible, but arises from the reputation, expertise, service or some other intangible that attaches to the business and makes it have more worth than just the value of its assets.
A recent personal experience shows how well a great mark works when properly selected and used. On a recent trip to Chicago, I was anxious to find a location for developing shots taken on a disposable camera which I needed developed quickly. Being unfamiliar with the city, I jumped on a bus after I was told there was a CVS pharmacy with 24 hour developing services not far away. While the bus was stopped at a light, I suddenly saw this sign, a brand with which I am extremely familiar. Having two shots left on my camera, I jumped off the bus to use capture this image.
Why? I realized here was the perfect chance to show you a real life example of how trademarks, as ambassadors of good will really work. Each of us, whether consciously or unconsciously respond to a brand or trademark evidencing the good will of a business, either positively or negatively.
I personally associate this brand with positive experiences in my own community, and was delighted to see its presence in Chicago as well.
Can you guess what kinds of services are covered by this mark?
1. Gym
2. Meditation Training Center
3. Yoga Studio-
4. Massage and Spa service
5. one and two
6. two and three
7. three and four
8. none of the above
The correct answer: three and four
EXHALE offers wonderful yoga classes with some of the country’s most highly regarded teachers such as Saul David Raye, Shiva Ray, and many others. It also features wonderful spa services in certain locations in New York, Chicago and Santa Monica. Try it soon!
P.S. There was a Walgreens downstairs. The manager was terrific, developed my photos in less than an hour, and one of them is in this article.
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