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trademark

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A trademark is a legally protected identifying symbol or words that belongs to a particular brand, company or person and that is associated with that brand. (noun)

When you have a famous saying you always use that everyone associates with you, this is an example of your trademark phrase.
The Nike Swoosh is an example of a registered trademark that is legally protected.

See trademark in Webster's New World College Dictionary

noun

a symbol, design, word, letter, etc. used by a manufacturer or dealer to distinguish a product or products from those of competitors: usually registered and protected by law
Informal a distinctive feature or characteristic that serves to identify the maker or originator: the use of reddish gold is one of Titian's trademarks

transitive verb

to put a trademark on (a product)
to register (a symbol, word, etc.) as a trademark

adjective

Informal of or being a distinctive, identifying feature or characteristic: a mystery novel full of her trademark plot twists

See trademark in American Heritage Dictionary 4

(trādˈmärkˌ)

noun

Abbr. TM A name, symbol, or other device identifying a product, officially registered and legally restricted to the use of the owner or manufacturer.
A distinctive characteristic by which a person or thing comes to be known: the shuffle and snicker that became the comedian's trademark.

transitive verb trade·marked, trade·mark·ing, trade·marks