House Mark

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Definition: House Mark

House mark is originally a mark of property. But a ‘House mark’ in business is a mark used by business organizations along with its products to identify the business as the producer of those products.

For example, Toyota Corp. uses the Toyota trade name as a house mark in identifying its line of automobiles including TOYOTA SIENNA, TOYOTA COROLLA, TOYOTA CAMRY, and TOYOTA PRIUS. Most of the car companies like BMW, Ford, Tata use the same strategy. There are many other FMCG products and services company which follow the same strategy.

While house marks can also be associated with the business’ trade name, a house mark can be used separately too as a trademark such as ‘craftsman’ which is used by Sear along with a line of hardware tools.


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