Often, the value of a brand can rival or surpass that of physical assets. A well-protected brand may confer significant commercial advantages by enhancing consumer trust and creating enduring recognition in oversaturated markets. Trade mark registration is one of the most effective legal tools available to secure brand. Below, we outline the key principles of trade mark registration in the UK and the legal framework under the Trade Marks Act 1994 (as amended) ("TMA 1994/ the Act").