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The main stages of formation of own name, style, image of the manufacturer of own products were analyzed in this article. One of the main criteria of a product and the most important source of information about products (goods) at the market is presence of marking (brand name, sign, image, style, etc.). Presence of label elements makes up individualization of goods and services. The term 'trademark' refers to a trade-mark or its juridically protected part that gives a shop assistant the exclusive right to use a brand name or a brand mark. There is no doubt that the use of a trademark is a kind of link between manufacturers and consumers, an effective method for attracting customers attention to the product allowing consumers to choose appropriate products of a particular manufacturer. It should be noted that one of the means of identifying a product is marking. Marking is considered to be an integral part of goods. It provides consumers with relevant information on a corresponding product, container and packaging. It also reflects quality and safety of products. Significance of trademarks-brands is increasing considerably in conditions of market-oriented economy for distinguishing the same goods produced by different manufacturers. Since goods introduced to consumer market by different manufacturers always differ by characteristics, features, qualities, etc. A trademark (brand) is a sign that helps to distinguish a product of one manufacturer from the same product of another. The growing role of brands and trademarks is stressed in today international market. Thus, a manufacturer is in front of the choice of registration of trademarks which in turn become objects of intellectual property. However, creating an exclusive international scale brand is only possible for large commodity producers who are able to produce quality goods delivered to different markets and invest enormously into their promotion. Accordingly, trademark holders aim to protect their products from counterfeiting, individualize them and promote at the consumer market in a civilized way. But there are many people who want to make money using a name of a famous brand, therefore, counterfeiting that spoils reputation of a brand manufacturer appears. This problem is connected with a large number of counterfeiting illegally imported into the territory of Ukraine without commodity accompanying documents, and then sold in stores and markets. Thus, known trademarks are required to be registered in accordance with the current legislation in order to avoid cases of illegal copying. To conclude, registration of a trademark is a preventive and protective measure aimed at preventing violations of the rights of an owner. The modern regulatory framework regulating protection of trademarks as objects of intellectual property in Ukraine, in general, complies with international standards, but needs to be further improved taking into consideration counterfeiting at the market. ; У статті висвітлено питання значення товарних знаків, їх створення та використання. Розглянуто особливості маркування і значення типової термінології, а також досліджено процедуру ідентифікації товару з урахуванням маркувальних позначень. Ефективна система маркування сприяє захисту споживачів від недобросовісної торгівлі та конкуренції. Товарні знаки (торгові марки) потрібні також державним органам, що відповідають за перевірку якості товарів і послуг і допомагають розпізнати товари й послуги, які не відповідають вимогам закону або які виявлено в результаті скарг чи лабораторних перевірок. Акцентовано увагу на питаннях правового регулювання, користування та розпорядження товарними знаками.