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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.[1] Examples of trade characters include Kellogg's Tony the Tiger, Planters' Mr. Peanut, the Geico gecko, General Mills' Betty Crocker, and the Keebler Elves.



  1. ^ Govoni, N.A. Dictionary of Marketing Communications. Sage Publications (2004).
  2. ^

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