The work is devoted to the phenomenon of a verbal trademark as a text. It carries some kind of concise message in an explicit or implicit form. The authors turn to the experience of conducting linguistic research into trademarks peculiarities, to linguistic expert examination. It postulates that in the process of such study, the language expert aims to identify the fact of the presence of implicit information in the designation, as well as to verbalize it. Different approaches and tools for interpreting implicit messages contained in notations are considered. The following types of implicit information in a trademark are analyzed: background information, phonosemantic information, precedent information, associative information. The paper introduces some examples of applying the methods of implicit information identification and further determination of similarity/divergence of controversial designations in trademarks, which constitutes the main issue of linguistic expert examination of a trademark. Methodological tools for identifying implicit information of each considered type are proposed. They involve both qualitative and quantitative analysis. The research results extend the understanding of text analysis focused on implicit information carried in the text. The findings can be used in the practice of linguistic expert examination of trademarks. This will enable optimizing such type of expert examination and improve its quality.