3 October, 2024

Understanding the Benefits of EU Trademark Registration

Trademark
8 minutes

In today’s competitive European market, a strong brand is a powerful asset. It’s the face of your business, representing your reputation, quality, and values. Protecting your brand is paramount, and EU trademark registration offers a comprehensive solution. This article explores the numerous benefits of securing an EU trademark, highlighting how it can strengthen your brand, expand your market reach, and contribute to your long-term success within the European Union.

Section 1: Exclusive Rights Across the EU

One of the primary benefits of EU trademark registration is the grant of exclusive rights across the entire European Union. This powerful legal protection provides a solid foundation for building and defending your brand within the EU market. This section delves into the specifics of these exclusive rights, explaining how they prevent unauthorized use and provide a strong basis for enforcement.

Section 1.1: Preventing Unauthorized Use

An EU trademark grants you exclusive rights to use the registered trademark throughout the European Union for the specific goods and services covered by the registration. This brand exclusivity means that no other business can use an identical or confusingly similar mark for the same or similar goods and services within the EU.

This protection is crucial for preventing unauthorized use of your brand, which can dilute its value, confuse consumers, and damage your reputation. By registering your trademark, you establish a clear legal claim to your brand and gain the power to prevent others from exploiting your hard-earned brand recognition.

This exclusivity extends to all 27 member states of the EU, providing comprehensive protection across a vast market. This means you don’t need to register separate national trademarks in each country, simplifying the process and reducing costs.

The scope of protection is determined by the goods and services specified in your trademark application. Therefore, it’s crucial to carefully and accurately define the scope of your business activities when applying for an EU trademark. A well-defined scope of protection ensures that your exclusive rights are clearly established and enforceable. This prevents competitors from using similar marks for related goods or services, safeguarding your market share and brand identity.

Section 1.2: Enforcement and Protection

EU trademark registration provides a robust legal framework for enforcing your exclusive rights and taking action against infringers across the EU. This strong EU trademark protection empowers you to defend your brand against unauthorized use and maintain its integrity in the marketplace.

Here’s how registration facilitates enforcement:

  • Legal Basis for Action: A registered trademark provides a clear legal basis for taking action against anyone who uses your trademark without your consent. This includes using identical or similar marks for the same or similar goods or services, which can create confusion among consumers.
  • EU-Wide Enforcement: You can enforce your trademark rights across all 27 EU member states with a single registration. This simplifies the enforcement process and avoids the need for separate legal actions in each country.
  • Range of Enforcement Options: Various enforcement options are available, including:
    • Cease and Desist Letters: A formal letter demanding that the infringer stop using your trademark. This is often the first step in enforcement and can be effective in resolving less complex cases.
    • Preliminary Injunctions: In urgent cases, you can seek a preliminary injunction from a court to prevent further infringement while the legal proceedings are ongoing. This is particularly important when the infringement poses immediate and significant harm to your brand.
    • Civil Lawsuits: You can file a civil lawsuit against the infringer seeking damages, injunctions, and other legal remedies. This is a more formal and complex legal process but can lead to significant financial compensation and a permanent injunction against further infringement.
    • Customs Enforcement: You can record your EU trademark with customs authorities to help prevent the import and export of counterfeit goods bearing your trademark. This provides an additional layer of protection against infringement and can be highly effective in combating counterfeiting activities.
    • Criminal Proceedings: In some cases, trademark infringement can also lead to criminal prosecution, particularly in cases of counterfeiting or large-scale infringement.

By providing a strong legal basis for action and a range of enforcement options, EU trademark registration empowers you to protect your brand effectively and maintain its value in the competitive European marketplace. Having a registered trademark provides a clear deterrent against potential infringers and facilitates swift action in case of unauthorized use.

Section 2: Enhanced Brand Recognition and Credibility

In the crowded European marketplace, brand recognition and credibility are essential for success. EU trademark registration can significantly enhance both, strengthening your brand’s presence and fostering trust among consumers, investors, and partners. This section explores how a registered trademark elevates your brand’s image and contributes to its long-term value.

Section 2.1: Building Trust and Confidence

An EU trademark can significantly enhance your brand recognition and build trust with consumers across the European Union. A registered trademark acts as a symbol of quality, consistency, and origin, assuring consumers that they are purchasing genuine products or services from a reputable source. This builds confidence in your brand and fosters loyalty.

  • Symbol of Quality: Consumers often associate a registered trademark with a higher level of quality and reliability. It signals that your business is committed to maintaining consistent standards and providing a positive customer experience. This positive association can influence purchasing decisions, particularly in markets where consumers are unfamiliar with your brand.
  • Consistency and Origin: A registered trademark helps consumers identify and distinguish your products or services from those of competitors. It assures them that they are receiving the same quality and experience they expect from your brand, regardless of where they purchase it within the EU. This consistency reinforces brand recognition and builds trust.
  • Enhanced Visibility: Displaying the ® symbol next to your registered trademark further enhances its visibility and reinforces its legal protection. This symbol clearly communicates to consumers and competitors that your trademark is registered and protected by law, acting as a deterrent against unauthorized use.
  • Foundation for Brand Building: A registered EU trademark provides a solid foundation for building a strong and recognizable brand across the EU. It allows you to invest in marketing and branding activities with confidence, knowing that your brand is legally protected and that your efforts contribute to building a valuable asset.

By fostering trust, ensuring consistency, and enhancing visibility, an EU trademark strengthens your brand’s image and contributes to its long-term success in the European market. This trust translates into increased customer loyalty and a stronger competitive advantage.

Section 2.2: Attracting Investors and Partners

A registered EU trademark can significantly enhance your brand’s credibility and perceived value, making it more attractive to potential investors and business partners. A strong brand backed by legal protection demonstrates a commitment to long-term growth and provides a secure foundation for investment.

  • Increased Brand Value: A registered trademark is a valuable intangible asset that adds to your company’s overall worth. It represents the accumulated goodwill and reputation associated with your brand, making it a tangible asset that can be leveraged for financing or investment opportunities.
  • Demonstrates Commitment and Stability: Registering an EU trademark demonstrates a clear commitment to protecting and developing your brand in the European market. This commitment signals stability and professionalism to potential investors and partners, increasing their confidence in your business.
  • Facilitates Licensing and Franchising Opportunities: A registered trademark can be licensed or franchised, creating additional revenue streams and expanding your brand’s reach without requiring significant capital investment. The legal protection offered by a registered trademark makes it a more attractive asset for licensing and franchising agreements.
  • Competitive Advantage in Negotiations: A registered trademark provides a stronger negotiating position when seeking partnerships or collaborations. It demonstrates that you own a valuable and protected asset, enhancing your credibility and bargaining power.
  • Attracts Talent: A strong and recognizable brand can attract top talent to your company. A registered trademark contributes to a positive brand image, making your business a more desirable place to work.

By increasing brand value, demonstrating commitment, and facilitating licensing and franchising opportunities, a registered EU trademark enhances your appeal to investors and partners, opening doors to new opportunities and contributing to your long-term growth. It provides a tangible demonstration of your brand’s strength and potential, making it a more attractive investment proposition.

Section 3: Expanding Market Access and Growth

Expanding your business across borders can be complex, but an EU trademark simplifies this process significantly within the European Union. By providing a unified system of protection, it facilitates market access and unlocks growth opportunities across the 27 member states. This section explores how an EU trademark can streamline your expansion efforts and contribute to your success in the European market.

Section 3.1: Facilitating Cross-Border Trade

An EU trademark significantly simplifies cross-border trade within the European Union. By providing a single, unified system of protection across all 27 member states, it eliminates the need for separate national trademark registrations in each country where you wish to do business. This streamlined approach offers several advantages for businesses engaged in or planning for cross-border trade.

  • Reduced Administrative Burden: Managing a single EU trademark is significantly simpler and more cost-effective than managing multiple national trademarks. This reduces the administrative burden associated with renewals, assignments, and other trademark management tasks. Instead of dealing with multiple national trademark offices, each with its own rules and procedures, you interact with a single entity, the EUIPO.
  • Simplified Logistics: An EU trademark streamlines the logistics of importing and exporting goods within the EU. It provides a consistent and recognizable mark that simplifies customs procedures and reduces the risk of delays or complications related to trademark issues.
  • Easier Enforcement Against Infringement: If your trademark is infringed in one or more EU member states, you can enforce your rights across the entire EU with a single legal action. This avoids the complexity and expense of pursuing separate legal actions in each country where the infringement occurs. This simplified enforcement mechanism strengthens your protection against counterfeiting and other forms of trademark infringement.
  • Clear and Consistent Brand Identity: An EU trademark ensures a clear and consistent brand identity across all EU markets. This strengthens your brand recognition and builds trust with consumers, regardless of where they encounter your products or services within the EU.

By simplifying administrative procedures, streamlining logistics, and ensuring consistent brand identity, an EU trademark significantly facilitates cross-border trade within the EU, making it easier for businesses to expand their reach and access new markets. This streamlined approach empowers businesses to focus on growth and expansion without the complexities of managing multiple national trademarks.

Section 3.2: Leveraging the EU Single Market

An EU trademark allows businesses to fully leverage the advantages of the EU single market, a vast economic zone with over 440 million consumers and the free movement of goods, services, capital, and people. This unified market presents significant opportunities for growth and expansion, and a registered EU trademark provides the necessary legal framework to capitalize on these opportunities.

  • Free Movement of Goods and Services: With an EU trademark, your brand is protected across all member states, facilitating the seamless movement of your branded goods and services throughout the EU. This eliminates trade barriers and simplifies market entry into new member states.
  • Access to a Larger Customer Base: The EU single market provides access to a vast pool of potential customers. An EU trademark allows you to reach this larger audience with a consistent brand identity, maximizing your market penetration and growth potential.
  • Simplified Marketing and Branding: An EU trademark simplifies marketing and branding efforts by providing a unified brand identity across all EU markets. This consistency strengthens your brand message and avoids the complexity and expense of adapting your branding to different national markets.
  • Increased Competitiveness: By streamlining cross-border trade and providing access to a larger customer base, an EU trademark enhances your competitiveness within the EU market. It allows you to compete effectively with both local and international businesses, expanding your market share and strengthening your brand’s position.
  • Enhanced Credibility and Recognition: An EU-wide registered trademark enhances your brand’s credibility and recognition throughout the EU. This can be particularly valuable when entering new markets, as it provides a level of trust and assurance to consumers unfamiliar with your brand.

By enabling the free movement of goods and services, providing access to a larger customer base, and simplifying marketing efforts, an EU trademark empowers businesses to fully leverage the benefits of the EU single market and achieve significant growth. It provides the legal foundation for building a strong and recognizable brand across the EU, unlocking new opportunities and driving business success.

Section 4: Cost-Effective Brand Protection

Protecting your brand across multiple countries can be expensive, but EU trademark registration offers a surprisingly cost-effective solution for securing brand protection throughout the European Union. This section explores the financial advantages of choosing an EU trademark over multiple national trademark registrations.

Section 4.1: Single Registration for All EU Countries

One of the most significant advantages of EU trademark registration is its cost-effectiveness. A single registration provides protection across all 27 EU member states, eliminating the need for separate national trademark applications in each country. This consolidated approach results in significant cost savings compared to pursuing multiple national registrations.

Imagine you want to protect your brand in just five EU countries. Filing separate national trademark applications in each country would involve five separate application fees, five sets of legal fees (if using an attorney), and five times the administrative burden. These costs quickly multiply as you expand into more countries.

With an EU trademark, you pay a single application fee, significantly lower than the cumulative cost of multiple national applications. This single fee covers all 27 EU member states, providing comprehensive protection across the entire EU market. This represents substantial savings, especially for businesses operating or planning to operate in multiple EU countries.

This cost-effectiveness makes EU trademark registration a particularly attractive option for startups, small and medium-sized enterprises (SMEs), and businesses with limited budgets. It allows them to secure broad brand protection across the EU without incurring the prohibitive costs associated with multiple national registrations. This allows for efficient allocation of resources, ensuring maximum protection for a reasonable investment.

Section 4.2: Centralized Management and Renewal

Beyond the initial application cost, EU trademark registration offers ongoing cost savings through centralized management and renewal. Managing a single EU trademark is significantly more efficient and less expensive than juggling multiple national trademarks, each with its own renewal deadlines, procedures, and fees.

  • Centralized Renewal: Renewing an EU trademark involves a single renewal fee and a single renewal process managed through the EUIPO. This is considerably simpler and less expensive than renewing multiple national trademarks, each requiring separate renewal applications and fees.
  • Simplified Administration: All administrative tasks related to your EU trademark, such as changes of ownership, address changes, or license recordings, are handled centrally through the EUIPO. This streamlined approach saves significant time and administrative resources compared to managing multiple national trademarks across different jurisdictions.
  • Consistent Protection Across the EU: Centralized management ensures consistent protection for your brand across all EU member states. You avoid the risk of inadvertently allowing a national trademark to lapse, which could create vulnerabilities and inconsistencies in your brand protection strategy.
  • Easy Online Management: The EUIPO provides user-friendly online tools for managing your EU trademark, making it easy to track deadlines, submit documents, and communicate with the office. This further simplifies the administrative process and reduces the need for extensive paperwork.

By centralizing all management and renewal tasks, an EU trademark streamlines the administrative process, reduces costs, and ensures consistent brand protection across the EU. This simplified approach frees up valuable time and resources that can be redirected towards other critical business activities.

Section 5: Long-Term Brand Asset

Building a strong brand is a long-term investment. EU trademark registration provides the foundation for creating a lasting and valuable brand asset that can contribute to your business’s success for years to come. This section explores the long-term benefits of securing an EU trademark, highlighting its renewable nature and the potential for leveraging it through licensing and franchising.

Section 5.1: Renewable Protection for 10 Years

An EU trademark provides valuable, renewable protection for your brand. Upon registration, your trademark is protected for ten years. After this initial period, the registration can be renewed indefinitely for successive ten-year periods, providing ongoing protection for your brand as long as you continue to use it and pay the renewal fees.

This long-term protection is crucial for building a sustainable brand presence in the EU market. It allows you to invest in your brand with confidence, knowing that your intellectual property is secured for the long haul. This security fosters brand recognition, builds consumer trust, and provides a stable foundation for business growth.

The renewal process is straightforward, managed centrally through the EUIPO. This simplifies the administrative burden and ensures consistent protection across all EU member states. By renewing your trademark regularly, you maintain your exclusive rights and prevent others from using your brand without your consent. This long-term perspective on brand protection is essential for establishing a lasting presence in the competitive European marketplace.

Section 5.2: Potential for Licensing and Franchising

A registered EU trademark creates valuable opportunities for licensing and franchising, allowing you to expand your brand’s reach and generate additional revenue streams. The legal protection afforded by a registered trademark makes it a valuable asset that can be leveraged for various business expansion strategies.

Licensing: You can license your EU trademark to other businesses, granting them the right to use your brand in exchange for royalties or other compensation. This allows you to expand your brand’s presence into new markets or product categories without directly investing in production or distribution. The trademark’s legal protection ensures that the licensee uses your brand according to agreed-upon standards, maintaining its integrity and value.

Franchising: Franchising is a business model where you grant another party the right to operate a business using your brand and business model. A registered EU trademark is a crucial component of a franchise agreement, as it provides the franchisee with the right to use your established brand identity and benefit from its recognition and reputation. This structured approach to expansion allows for rapid growth while maintaining brand consistency across different locations.

Both licensing and franchising offer significant growth potential, but they rely on a strong and legally protected brand identity. A registered EU trademark provides the necessary legal framework for these agreements, ensuring that your brand is used correctly and that its value is preserved. This creates mutually beneficial partnerships that contribute to both your business’s and your partners’ success. By leveraging your trademark through these avenues, you can unlock significant growth opportunities and maximize the value of your brand.

Conclusion

Registering an EU trademark offers a multitude of benefits for businesses operating in the European market. From securing exclusive rights across the EU to enhancing brand recognition and facilitating market access, an EU trademark is a valuable asset that strengthens your brand and contributes to its long-term success.

The cost-effective nature of a single registration covering all 27 EU member states, combined with the simplified management and renewal process, makes it a practical and efficient solution for brand protection. Furthermore, the potential for licensing and franchising creates valuable opportunities for brand expansion and revenue generation.

By protecting your brand with an EU trademark, you establish a strong foundation for growth, build trust with consumers, and unlock new opportunities in the dynamic European marketplace. Take the next step to protect your brand and explore the possibilities of EU trademark registration today. Consult with a trademark attorney to discuss your specific needs and develop a comprehensive brand protection strategy.

How does EU trademark registration differ from national trademark registration?

The main difference lies in territorial scope:

  • EU Trademark: A single registration provides protection for your brand across all 27 member states of the European Union.
  • National Trademark: A national trademark offers protection only within the specific country where it is registered.

Here’s a table summarizing the key differences:

Feature EU Trademark National Trademark
Territorial Scope All EU Member States Single Country
Registration Single Application Separate Applications
Management Centralized (EUIPO) Separate Offices
Enforcement EU-wide Country Specific

Key Takeaways:

  • EU Trademark: More convenient for businesses operating or planning to expand across multiple EU countries.
  • National Trademark: More suitable for companies focused on a single country or a limited number of countries.

For a business aiming to establish a strong presence across the EU, an EU trademark is often the more strategic choice due to its simplicity, cost-effectiveness, and comprehensive protection.

What are some examples of how an EU trademark can help protect my brand from unauthorized use?

Here are some real-world examples of how an EU trademark can shield your brand:

  1. Preventing Counterfeiting:
  • Imagine you’re a fashion designer selling clothing in several EU countries. A competitor starts selling counterfeit versions of your designs, using a similar brand name. Your EU trademark gives you the legal right to take action against them across the entire EU, including stopping their sales, seizing counterfeit goods, and potentially pursuing legal action.
  1. Protecting Your Brand Identity:
  • Let’s say you’re a tech startup launching a new software product in multiple EU countries. A competitor tries to register a very similar name for their software, which could confuse customers. Your EU trademark prevents this, allowing you to challenge their application and protect your unique brand identity.
  1. Safeguarding Your Market Share:
  • You’ve built a strong brand for your organic food products in several EU countries. A new company starts using a brand name that’s very close to yours, targeting the same market. Your EU trademark allows you to act swiftly to prevent them from capitalizing on your brand’s reputation and potentially stealing market share.
  1. Preventing Domain Name Disputes:
  • Someone registers a domain name that is very similar to your EU trademark, potentially intending to sell it to you or create a misleading website. Your EU trademark gives you the right to challenge this domain name registration, protecting your online brand presence.

Overall:

An EU trademark provides a legal shield, giving you the power to take action against various forms of unauthorized use. It can help you safeguard your brand’s value, maintain its integrity, and prevent competitors from capitalizing on your hard-earned reputation and goodwill.

Remember, EU trademark protection is a proactive step. It’s best to secure an EU trademark early on, before potential issues arise.

How can an EU trademark help me expand my business into new EU markets?

An EU trademark can be a powerful tool to help you expand your business into new EU markets by:

  1. Streamlining Market Entry:
  • Simplified Administration: Instead of registering separate trademarks in each new EU country, a single EU trademark simplifies the process, saving you time, effort, and money. This allows you to focus on your core business activities, like marketing and sales.
  • Consistent Branding: An EU trademark ensures a unified brand identity across all EU markets. This consistent branding strengthens your brand recognition and builds trust with consumers, regardless of where they encounter your products or services.
  1. Facilitating Cross-Border Trade:
  • Free Movement of Goods and Services: An EU trademark facilitates the free movement of your goods and services across the EU, removing trade barriers and simplifying logistics.
  • Customs Enforcement: You can register your EU trademark with customs authorities to help prevent counterfeit goods from entering the EU market, ensuring that your brand is not associated with fake or inferior products.
  1. Boosting Brand Credibility:
  • Increased Brand Value: An EU trademark demonstrates a commitment to brand protection and expansion across the EU, enhancing your brand’s perceived value and credibility.
  • Confidence for Investors: EU trademark registration can be a strong indicator for investors, showing a commitment to growth and a stable foundation for investment.
  1. Expanding Reach and Opportunities:
  • Larger Customer Base: An EU trademark unlocks access to a significantly larger customer base within the EU’s single market, providing potential for greater sales and revenue.
  • Licensing and Franchising: A registered EU trademark can be licensed or franchised to other businesses, allowing you to expand your brand’s reach and generate additional revenue streams without significant capital investment.

In conclusion:

An EU trademark can be a vital asset for businesses looking to expand their operations within the EU. It streamlines market entry, enhances brand credibility, facilitates cross-border trade, and unlocks opportunities for growth and expansion.

What are some of the potential drawbacks or downsides to EU trademark registration?

While EU trademark registration offers many advantages, it’s crucial to be aware of potential drawbacks:

  1. “All or Nothing” Risk:
  • If your EU trademark is successfully challenged or invalidated in one EU member state, the entire registration could be affected. This means you might lose protection across the entire EU, even if the grounds for invalidity are specific to a single country.
  1. Language Barriers:
  • Opposition proceedings before the EUIPO can involve multiple languages, potentially adding complexity and cost. While English is commonly used, you might need to translate documents or hire local attorneys in specific member states, which can increase expenses.
  1. Enforcement Challenges:
  • While an EU trademark offers broad protection, enforcing it against a small, localized infringer can be disproportionately expensive and complex. The cost of pursuing legal action across the EU might outweigh the benefits in cases involving minor infringements confined to a single member state.
  1. Higher Initial Costs:
  • Although cost-effective in the long run, the initial application fee for an EU trademark is higher than for a single national trademark. This could be a factor for businesses with limited resources or those initially targeting only one specific EU market.
  1. Potential Difficulties with Partial Surrender or Revocation:
  • Unlike national trademarks, you can’t surrender or revoke an EU trademark in only part of the EU. If issues arise in one member state, you may be forced to surrender or revoke the entire trademark, losing protection in all other member states.

Important Note:

  • These drawbacks should be carefully weighed against the advantages before making a decision.
  • Consult with a trademark attorney to get expert advice and make a well-informed choice based on your specific situation.

Can I use an EU trademark to help me secure financing or attract investors?

Yes, an EU trademark can be a valuable asset that helps you secure financing or attract investors. Here’s why:

  • Demonstrates Brand Value: An EU trademark is a tangible asset that adds to your company’s overall worth. It represents the accumulated goodwill, reputation, and intellectual property associated with your brand. This makes it more attractive to potential investors, showing them that you have a valuable and protected asset.
  • Signals Commitment and Stability: Registering an EU trademark demonstrates a clear commitment to protecting and developing your brand in the European market. This signals stability and professionalism, increasing investor confidence in your business and its long-term potential.
  • Facilitates Growth: An EU trademark can facilitate licensing and franchising opportunities, which can create additional revenue streams and expand your brand’s reach. This demonstrates a commitment to growth and expansion, which is attractive to investors.
  • Competitive Advantage: A registered EU trademark can make your business stand out from competitors who haven’t taken this step, providing a competitive edge during fundraising and investor pitches.

How it Works:

  • Valuation: A registered EU trademark can be included in your company’s valuation, increasing its overall worth and making it more attractive to investors.
  • Investor Confidence: Investors often look for companies with strong intellectual property protection, as it signifies a commitment to quality and a long-term vision.
  • Securing Funding: A registered EU trademark can make it easier to secure funding, as it demonstrates the value of your brand and your commitment to growth.

Key Takeaway:

While an EU trademark isn’t a guarantee of financing, it can definitely be a powerful tool in your arsenal when seeking funding or attracting investors. It adds value to your company and demonstrates your commitment to building a strong and sustainable brand.

Resources
Rating

0 / 5. 0

Leave a Reply

Your email address will not be published.

*

Contact us
We will find the best solution for your business

    Thank you for your request!
    We will contact you within 5 hours!
    Image
    This site uses cookies to improve your experience. By continuing, you agree to our Privacy Policy.

    Privacy settings

    When you visit websites, they may store or retrieve data in your browser. This storage is often required for basic website functionality. Storage may be used for marketing, analytics and site personalization purposes, such as storing your preferences. Privacy is important to us, so you can disable certain types of storage that may not be necessary for the basic functioning of the website. Blocking categories may affect the performance of the website.

    Manage settings


    Necessary

    Always active

    These cookies are necessary for the website to function and cannot be disabled in our systems. They are usually only set in response to actions you take that constitute a request for services, such as adjusting your privacy settings, logging in, or filling out forms. You can set your browser to block these cookies or notify you about them, but some parts of the site will not work. These cookies do not store any personal information.

    Marketing

    These elements are used to show you advertising that is more relevant to you and your interests. They can also be used to limit the number of ad views and measure the effectiveness of advertising campaigns. Advertising networks usually place them with the permission of the site operator.

    Personalization

    These elements allow the website to remember your choices (such as your username, language or region you are in) and provide enhanced, more personalized features. For example, a website may provide you with local weather forecasts or traffic news by storing data about your current location.

    Analytics

    These elements help the website operator understand how their website works, how visitors interact with the site and whether there may be technical problems. This type of storage usually does not collect information that identifies the visitor.