SMEs report

Protecting trade marks

Consumers make buying decisions every day. Product brands can help them to decide which product to buy. This is because they allow the consumer to make a connection between the product and the manufacturer, the quality, the origin and the price. Manufacturers individualise their products or services through trade marks and their depiction of them. Here, entrepreneurs tell about their own brand strategy experiences.


The cross and the logo

There are no concessions on the internet, as Thomas Heinrich, founder of, discovered in relation to his trade mark.


Thomas Heinrich, Best Swiss Products AG, Bern BE

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Back in step

A fatal inheritance: why Barbara Artmann, CEO of Künzli SwissSchuh AG, no longer leaves brand management up to chance.


Barbara Artmann, Künzli SwissSchuh AG, Windisch AG

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Sliding with top performance

Safeguarding marketing and distribution: why the fittings manufacturer EKU, from Thurgau, places importance on comprehensive IP protection.


Heinz Schmidhauser, CEO, EKU AG, Sirnach TG 

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Standing up to free riders

Worldwide success with wooden games - cuboro boss Matthias Etter keeps  free riders at bay with the help of trade mark protection.


Matthias Etter, CEO, cuboro AG, Hasliberg Reuti BE

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Ophthalmology with perspectives

IP-refinement with strong partners - for its entry into the US market, the Zurich Eye Clinic IROC teams up with licensees.


Michael Mrochen, CEO, Iroc AG, Zurich ZH

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The Rolls Royce amongst wheelchairs

The patent specification as the crux of the matter - wheelchair manufacturer Küschall in Solothurn attaches importance to details even with IP protection. 


Rainer Küschall, CEO, Küschall AG, Witterswil SO

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Aroma – a matter of taste

Trade mark protection for niche providers - Gabriela Manser turns Flauder into a trend drink.


Gabriela Manser, CEO, Mineralquelle Gontenbad AG, Gontenbad AI

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For animal health

Pulling no punches - how Prionics, a life science company in Zurich, defends its intellectual property.


Markus Moser, CEO, Prionics AG, Schlieren ZH

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