Service Mark in Library Publishing Activities

Nowadays the problem of competent use of service mark in library publishing activity is becoming relevant. This marketing tool has not yet received proper coverage in the publications of specialists from the fi eld of book studies, library science and bibliography. For the successful realization of their own intellectual (including publishing) products of libraries is very important its active promotion to the consumer, so it is necessary to develop an individual brand. One of the ways to solve this problem is the purposeful use of a service mark, created, approved and duly officially registered (according to the norms of the current legislation of the Russian Federation). The article also touches upon some issues related to the legal aspects of individualization of library publishing products.