Trademarks are what make you, you.
First and foremost, what is a trademark? A trademark is at ultimately, a source identifier – when a consumer sees a given trademark on a good, it is immediately apparent to the consumer which company produced the good. A trademark may, therefore, be viewed as a company’s signature. The trademark may be a word, symbol, phrase, or graphic design and if branded properly, distinguishes the given product from those of the company’s competitors. Consider for the moment your internal experience of viewing a shoe with a Nike Swoosh on it. If you are a fan of Nike, seeing the Swoosh will immediately conjure up positive assumptions about the shoe; You will likely think that the shoe is of high quality, that it is expensive, that it is “cool”, that it is durable, and that it will be comfortable when you wear it. Is any of this true (short of it being expensive J)? Well, it doesn’t really matter. What counts is that you believe all of these things to be true simply by virtue of the fact that it has the Nike Swoosh on it.