This article examines the core functions of trademarks as instruments of distinction, marketing, and trust-building, and highlights their role in protecting consumers against deception, fraud, and market confusion—especially in a context of expanding trade and rising counterfeiting. It argues that legal recognition of trademark functions—source indication, quality signaling, and communicative/advertising roles—enhances market transparency and supports fair competition. The study also discusses how trademark classifications (individual, collective, certification, and well-known marks) strengthen consumer protection mechanisms, while reviewing the Moroccan legal framework and relevant international standards.
Mohamed Mahboubi (Sun,) studied this question.