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[a.] is the characteristics of the visual appearance of a product or its packaging (or even the design of a building) that signify the source of the product to consumers.
(Wilkipedia)
[b.] the overall image of a product used in its marketing or sales that is composed of the nonfunctional elements of its design, packaging, or labeling (as colors, package shape, or symbols. (Merriam-Webster, Legal Dictionary).
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