This Is Our “17 Seconds” Newsletter #129: 17 Seconds = Useful Info Quickly.
It is much more expensive to cure trademark problems than it is to prevent them. As such, you should fully vet any new trademark (for a company name, logo, tagline, product name, service name) by searching the trademark and (if the search is favorable to you) filing a trademark application. We have guided many clients through the expensive rebranding process. In an ideal world, you would be the first to use, first to file, and first to register your trademark. Disputes with third parties can occur when one party is first at one thing and the other party is first at another. Registering your trademarks as soon as possible can also help you secure your brand on the Internet, including domain names and social networking usernames.
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