Brand (trademark)
Brands or trademarks identify a company's products and services. They represent the quality of a company and are its intellectual property just as much as patents. Strong brands have value as assets.
Anyone can register a brand. Words, letters, numbers, pictures, and even colors or sounds can be protected as trademarks, but you should come up with an unmistakable and unique symbol, as otherwise you run the risk of having your application denied.
(Source: www.dpma.de/marke/index.html)