![]() Consumers may identify a trademark with the specific characteristics of existing products. While consumers may not necessarily know the identity of the source, they can rely on the mark for goods or services of a consistent quality. Trademarks allow consumers to distinguish a business’ products and services from those of its competitors by identifying a product with a single source. Many foreign countries offer similar legal protections for trademarks, and certain international treaties can expedite registration in multiple jurisdictions if the countries are parties to the treaty. The most common method of securing strong trademark rights in an age where every business may have a global presence by virtue of the Internet is by federal registration of your company’s marks through the U.S. This allows trademarks to distinguish a product or service as originating from a single source, which serves the dual purposes of consumer protection and property protection. Trademark owners have the exclusive right – within certain limitations – to use a trademark in connection with the products or services covered by the mark. A trademark, or brand, can be any word, phrase, symbol, design, or other device, alone or in combination, used to identify the source or origin of goods or services. Trademarks are often one of your business’ most valuable assets, and a strong trademark can be a key to your success. Other of these rights are defined by the Internet Corporation for Assigned Names and Numbers (“ICANN”) which regulates access to the Internet in several ways, including by the registration and use of domain names. Some of these rights are defined and governed by U.S. ![]() It’s important to immediately take steps to secure your company’s legal rights in the names of its business, brands and logos while the company is still in its infancy. Secure the Names You Need to Successfully Execute Your Business Plan ![]() Once your company demonstrates in an actual marketplace that its goods or services have value, everyone will be interested in your names, brands and logos, and not necessarily for altruistic reasons. When your company is new, and yet to demonstrate it has any market value, no one care about your names, brands and logos. Once you have formed and organized your new technology company, one of your first tasks should be to secure your commercial rights to the company’s business and essential brand names, logos and domain names while the business is still in the conceptual stage.
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