Over time, consumers learn to associate the trademark with the kind of goods being sold, the identity of the manufacturer, and the quality of the goods. When the concept is applied to services such as construction, design, management, tax preparation, or entertainment, the phrase used is “service mark.” In addition to use in business, many charities, hospitals, universities, and even some famous landmarks have valuable trademarks.

Producing quality goods and services, and creating and promoting a brand, require a big investment. A successful brand is a valuable property worth protecting from piracy, infringement, and dilution. A brand is best protected by registering the associated trademarks with the federal government’s Trademark Office.

However, trademark law is esoteric and the application process is something of an art.

The services of an experienced trademark attorney are often needed to understand exactly what can be protected, properly prepare a trademark application, and manage a portfolio of marks. Talking to an attorney experienced in trademark is the first step in maximizing the protection of your valuable brand.