"The brand of products or services is a sign used to distinguish the products or services of a natural or legal person from those of other persons" - L711-1 of the intellectual property code.

In other words, it is a question for any person to reserve, by law, the use of a sign which will distinguish him from his competitors, for the designation in the trade of products and / or services.

There are several types of marks (verbal, figurative, sound, shape, pattern etc.), the idea being that it can be represented in the national register of marks.