Trademark Selection and Searching

Because a company’s trademarks are among its most visible assets, great care should be taken in selecting a mark. Some marks, such as coined or fanciful marks, are stronger and more protectable than others, such as merely descriptive marks. Once a mark has been selected it should be cleared for availability. Because trademark infringement can lead to both compensatory damages (intended to compensate the wronged party for harm suffered) and punitive damages (intended to punish the wrongdoer), it is critical to conduct a trademark search before launching a new mark.

Trademark Selection: Picking the Strongest Mark ...

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