Identifying features need to be protected because they are valuable. This is why brand managers try to create as many positive associations as possible for the consumer. They achieve this by defining a specific brand identity, which includes choosing a suitable brand name and appropriate communication efforts in order to familiarise consumers with the brand over time.
Brands that have managed to anchor themselves in the minds of consumers can also benefit from an invaluable bonus years later. Why? Because humans have a keen memory for brands... so much so that we can remember slogans, special designs and features even years later.