Every business seeks to establish an identity for itself. This has been made possible by intellectual property laws which especially provide for the protection of trademarks. The marks must be distinctive for them to qualify for registration as a trademark. Registration of a trademark distinguishes the goods of one person from those of another and in most cases, a mark is attributed to the quality that is associated with particular goods. Perhaps Kenyans do not have a branding craze especially when it comes to slogans, and they need to be informed that slogans are part of branding their businesses. They just have to consider the following issues when coming up with a slogan; Is it distinctive? Is it memorable? Is it positive? Is it easy to recall?
