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Get Trademark Legal Assistance
to Protect Your Brand
A company establishes its brand by a correctly-used and protected trademark or service mark. Trademarks protect tangible goods and service marks protect services. Companies must take appropriate steps to safeguard such important and valuable assets.
An important first step is to choose a strong mark. Look for one that no one else is using for the same or similar products or services. It also should not copy a particular use by a strong brand, such as using “’R Us” with Toys or some other word.
It also must not be too generic or descriptive of products or services. For example, if a business sells candy, it cannot register “Candy Store” for its trademark, but if it sells clothing, it may be able to do so.
Once a mark has been selected, register it with the US Patent and Trademark Office to protect from unauthorized use. Maintaining registration and complying with use requirements guard against pilfering of a mark’s acquired goodwill.
A trademark attorney can obtain appropriate searches for users of similar marks and can advise whether a mark is a good candidate for USPTO registration. It is possible to purchase a trademark search directly. However, without review by a qualified attorney, the search may have little value and the trademark can be challenged after a company has invested in using it.
A registered trademark owner must file with the USPTO every few years to maintain protections. Calendars are highly recommended for such legal dates.
Our firm is available to help select, vet, register and maintain trademarks and service marks.
Take-Aways:
Hire a qualified trademark attorney to help choose, register and maintain strong trademarks with the proper, timely USPTO filings.
For further information, please contact Tim Bowles, Cindy Bamforth or Helena Kobrin.
See also:
The Annals of Trademark Number 2: Selecting a Mark Part 1 (October 24, 2014)
The Annals of Trademark Number 1: What is a Trademark? (October 16, 2014)
Copyright Protection: How Long are Copyrights Protected? Not So “Elementary My Dear Watson!”
Helena Kobrin
June 5, 2026
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