In today’s business world, a trademark plays an important role in brand building, product promotion and protection of entrepreneur’s interests. In the Republic of Kazakhstan, trademarks are regulated by the Law “On Trademarks, Service Marks, Geographical Indications and Appellations of Origin”, which determines the legal status, conditions of registration and use of trademarks.
What is a trademark?
A trademark is a designation used to individualize the goods or services of one legal entity or individual and to distinguish them from the goods or services of others. Various designations can be registered as a trademark: verbal (including names), pictorial (logos), alphabetic, numeric, volumetric and even combinations of these elements. They can be made in any color or color combination, which expands the possibilities of visual perception of the brand.
Trademark registration gives the right holder the exclusive right to use this mark in relation to certain goods or services. This right is certified by a certificate issued on the basis of entering information in the State Register of Trademarks.
Why does a business in Kazakhstan need a trademark?
- Legal protection of the brand
A registered trademark receives legal protection. No one except the owner has the right to use an identical or confusingly similar designation without his authorization. This protects a business from copying, unfair competition and counterfeiting.
- Strengthening reputation
A trademark is a carrier of a company’s reputation. It gradually becomes a symbol of quality, trust and recognition. Customers are more likely to return to brands they know and trust, and the trademark plays a key role in this process.
- Marketing instrument
The use of a trademark in advertising enhances brand perception, promotes memorability and helps to stand out among competitors. This is especially true in a saturated market where consumers make a choice in a matter of seconds.
Conclusion
A trademark is not just a symbol or logo, but an important tool for strategic business development in Kazakhstan. It helps to protect products, strengthen market positions, increase consumer confidence and expand commercial opportunities. Trademark registration is a step towards long-term stability and competitiveness of your company.
You can rely on our team of international specialists FChain Kazakhstan on the issues of registration, legal protection and support of trademarks – we will provide reliability, professionalism and individual approach to each client.
Article is prepared by Sergey Gaidarov and Dinara Kalizharova,
Legal Department of FChain Kazakhstan
05th of May 2025
