O'Reilly logo

Protecting Your Company's Intellectual Property by Deborah E. Bouchoux

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

image 2

Trademark Basics

At the core of every successful business are the trademarks the business uses to identify its products and services. Trademarks not only identify the offeror of a product or service but also provide assurances of quality and consistency to consumers. For instance, consumers know that the BIG MAC® they buy in Poughkeepsie is the same as one purchased in Boston.

Careful mark selection is critical to achieving consumer recognition of the company’s products and services. For example, when one sees a print ad of a celebrity with a milk mustache, one immediately knows that the caption “Got Milk?” will be displayed. Just a few bars ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required