Trademarks are increasingly gaining in importance in modern business conditions, as evidenced by an increased market share of products with the trademark in some countries. Development of trademarks requires cooperation between manufacturers and trade. The research subject of this paper focuses on trademarks, as a result of a partnership between trade and manufacturers. The starting hypothesis in this paper is that the development of a trademark has its advantages both for manufacturers and for the trade. This hypothesis will be tested on the basis of available theoretical and empirical data on the development of trademarks, through a partnership between trade and manufacturers.