The Signature Effect: Why Trade Marks Matter More Than Ever is not a legal textbook - it is a brand storybook with strategic depth. Written by trademark expert and brand consultant Siju Rajan, the book explains how names, logos, colors, sounds, and even shapes evolve into powerful brand signatures that people remember, trust, and choose instinctively. Through real-world brand examples, relatable insights, and jargon-free explanations, the book shows why trademarks are not just legal tools, but invisible assets that protect identity, build emotional connection, and create long-term competitive advantage. Designed for entrepreneurs, creators, students, and business leaders, The Signature Effect helps readers understand how iconic brands are crafted deliberately and how anyone can design, own, and protect a signature that lasts.