A trademark is a design, image or logo that represents a brand’s identity. The use of a trademark on company signage or packaging can guide consumer decisions and help them locate facilities.
Businesses typically have the option of registering their trademarks with the federal government. The United States Patent and Trademark Office (USPTO) accepts applications from businesses that want to protect their trademarks.
Why do many business leaders invest the time and money required to formally register a trademark?
Infringement can damage a brand
A successful trademark can draw the attention of competitors and copycats. Companies producing knockoff products might use the logo of an existing business to confuse consumers.
Trademark infringement is a serious issue that can cause damage to a company’s reputation. Customers who don’t realize they purchased a knockoff because of the misuse of a logo might demand a refund from the original company, not the manufacturer of the knockoff. They might also leave negative reviews online or otherwise disparage the brand to others.
Formal trademark registration with the USPTO makes it easier to enforce intellectual property rights. While it may still be possible to hold the manufacturer of a knockoff product responsible for damaging a company’s reputation, trademark registration makes that process more accessible.
Officially registering the trademark with the USPTO also prevents local competitors and businesses in the same market niche from registering a similar logo and then attempting to prevent a brand from using its established trademark. The registration process often brings similar trademarks to light, allowing companies to avoid enforcement actions in the future and limiting confusion among consumers.
Partnering with an experienced business law and intellectual property attorney can help business leaders protect their brands. Trademark registration can help companies avoid unfair competition and potentially costly litigation.