A trade character is a representation of a person, animal, or other being that is personified and used to identify a company, brand, or product.
Exclusive use of a trade character requires a registered trademark.
Examples of trade characters include Kellogg’s Tony the Tiger, Planters’ Mr. Peanut, the Geico gecko, General Mills’ Betty Crocker, and the Keebler elves.
- ^ Govoni, N.A. Dictionary of Marketing Communications. Sage Publications (2004).
- ^ Life in the U.S.A., Food Icons.