It Does A trademark has several functions. The primary function is identifying the origin of the goods to which the trademark is affixed. It is not required that the purchaser know the identity of the source of goods as long as he or she recognizes that all goods bearing a particular trademark originate from a common, albeit anonymous, source.
Trademarks also provide quality assurance.
For example, when a consumer dines at a particular franchised fast-food restaurant, he or she expects that the nature and quality of the food served will be the same as that served at other restaurants bearing that name. A trademark induces the supplier to maintain a consistent level of quality. Thus, trademarks are associated with goods, while trade names identify businesses. Distinctiveness A trademark must be distinctive, or recognizable as a mark, to serve its identification function. The degree of distinctiveness has important implications.