The intellectual property of businesses can be very valuable. As such, business leaders and owners often register their intellectual property to protect their investment and their brands.
Trademarks are among the most useful intellectual property protections available to businesses in the United States. Registering a trademark allows a company to use an image as a representation of its brand. It can also prevent others from using the trademark image or logo for unapproved purposes.
Some people hoping to secure a trademark try to handle the process on their own. However, business owners and executives often cannot generally perform the due diligence for a trademark on their own.
Trademark research is complicated
A trademark would not serve its purpose of helping differentiate a brand from other companies if multiple businesses could use substantially similar trademarks. As such, the United States Patent and Trademark Office (USPTO) has a rigorous system in place for evaluating trademarks.
Those applying for a trademark must conduct research using the USPTO’s database to look for similar trademarks used in the same industry or in an adjacent industry. Reviewing existing trademarks to ensure a brand’s trademark is unique is challenging, as the likelihood of confusion may result in the rejection of an application.
The likelihood of confusion may arise in cases where two trademarks look similar to each other. Sounding the same when spoken aloud can also raise questions about the uniqueness of a trademark.
Business leaders can improve their chances of success and speed up the process of registering a trademark by partnering with a professional familiar with the process. Having the right assistance can make a major difference when businesses want to protect their intellectual property.