01
das Markenzeichen
signature feature
A characteristic, typical feature of a person or thing by which they can be easily recognized.
example
Ihr roter Hut wurde schnell zu ihrem Markenzeichen.
Her red hat quickly became her signature feature.
das Markenzeichen
trademark / signature feature
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Meanings
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Usage tips
Word composition
The word consists of 'die Marke' (brand) and 'das Zeichen' (sign). So it literally refers to a sign that represents a brand. The figurative meaning for a typical feature is also derived from this literal meaning.
EXAMPLE
Das Logo ist das bekannteste Markenzeichen des Unternehmens.
The logo is the company's best-known trademark.
Context clue
You can recognize the figurative meaning by the fact that it is about a person and their personal, striking characteristics. The literal, legal meaning, by contrast, refers to companies, products, and protected symbols.
EXAMPLE
Seine laute Lache ist sein persönliches Markenzeichen.
His loud laugh is his personal signature feature.
Typical use
When a feature is typical of a person, it is often described with the phrase `zum Markenzeichen werden` (to become a signature feature). It is something that has developed over time as characteristic.
EXAMPLE
Ihre bunten Kleider sind schnell zu ihrem Markenzeichen geworden.
Her colorful dresses quickly became her signature feature.
Legal context
In the legal meaning, 'Markenzeichen' (trademark) is often combined with the adjectives `eingetragen` (registered) or `rechtlich geschützt` (legally protected). You can also `anmelden` (register) a trademark or `schützen lassen` (have it protected).
EXAMPLE
Die Firma hat ihren Namen als Markenzeichen schützen lassen.
The company had its name protected as a trademark.
Compare with
Markenzeichen vs Marke
brand / mark / stamp
'die Marke' and 'das Markenzeichen' can both have to do with a company's sign or name. 'Marke' usually means the product, the company, or the name under which something is sold. 'Markenzeichen' can be a legally protected sign, for example a logo. Very often, however, it also means a typical feature by which you recognize someone or something. Learners may confuse the words because they sound similar. For products, people usually say 'Marke'; for a recognizable special feature, 'Markenzeichen' is more likely.
Markenzeichen
Sein roter Hut ist inzwischen sein Markenzeichen.
His red hat has since become his signature feature.
Marke
Aylin achtet beim Kauf von Kaffee nicht auf die Marke.
When buying coffee, Aylin does not pay attention to the brand.
In real life
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