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What is the Esperanto word for "trade mark" or "brand"?

In ReVo I found "komerca marko" and "fabrikmarko" that don't seem to be further explained there, but might be fitting. Though:

  • Can e.g. "komerca marko" be used for brands that are (actually or perceived) non-commercial? (e.g. WWF, Greenpeace, GNU, Linux)
  • Can "fabrikmarko" be used for marks applied to non-tangible "products"? (e.g. WWF, Greenpeace, GNU, Linux)

Are different Esperanto words to be used depending on whether the trademark/brand is registered, or is there an Esperanto term that (like German "Marke" when not applying to stamps or similar) captures both cases?

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Oni ankaŭ povas uzi la vorton "varmarko" kiel en la frazo: "« Transilien », same kiel « TER » aŭ « TGV », estas varmarko apartenanta al SNCF." (eltirita el la artikolo https://eo.wikipedia.org/wiki/Transilien el Vikipedio).

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