With a trademark, a company can register its logo, which in turn cannot be replicated in any form without the express permission of the trademark owner (Office for New Zealand Intellectual Property, 2011). Having built its brand reputation, a company can clearly define itself in a competitive market with a brand identity that is different from that of its competitors, giving it a clear point of difference and customer trust that will directly translate into increased sales and brand loyalty. (Philpott, 2004, pp. 171 –