We are witnessing the filing and registration of more trademarks and domain names than ever before. The good news is that more and more people are becoming aware of the value of a federally registered trademark and therefore are readily investing in marks that may have millions of dollars worth of goodwill some day. However, in a few recent naming engagements, we have also been getting push back from companies because they feel compelled to cut corners in this challenging economic environment.  As a brand marketer that has seen the consequences of the cutting corners path first hand, the small investment up front to ensure long-term brand success outweighs the aftermath of a retreating brand. So I thought it would be a good time to trumpet why trademarks are so important to both emerging and established organizations.

• A trademark is a sign that distinguishes the goods or services of one trader from those of another.  It is property and something that the owner can license or sell, making trademarks corporate assets on the books, and therefore worth protecting.
• The most effective way of protecting your brand offer is with trademark registration.  Trademark registration provides significant legal and commercial advantages for every business, such as having exclusive rights to use the mark and protecting the reputation developed in your brand.
• Registration entitles you to use the ® symbol in close association with your trademark, serving as a useful notice to other organizations that your trademark is your property. Research reveals that consumers feel more confident purchasing from branded or trademarked goods than non-branded items.

Last, getting professional counsel from an experienced IP attorney is mission-critical for any start-up business or established brand looking to expand into new markets.  We rely heavily on Bodman LLP to provide our clients with expert trademark registration and monitoring counsel.

May 26, 2009, 7:46am   Comments