Trademark Services
Your Guide to Protecting Your Ideas and Brands
Trademark
Trademarks are often among the most important and valuable assets of a business. A distinctive trademark allows a company to build public goodwill and brand reputation in the goods or services it sells. A trademark is any word, name, symbol, or device (or any combination thereof) that identifies and distinguishes the source of the goods of one party from those of others.
Similarly, a service mark is any word, name, symbol, or device (or any combination thereof) that identifies and distinguishes the services of one party from those of others.
A trademark or service mark can be another cognizable thing that indicates a particular source, good, or service other as a word, logo, slogan, package design, or another source indicator (or a combination thereof). For example, BIG MAC is a word mark for hamburgers, THE SHELL design is a logo for gasoline, THE ULTIMATE DRIVING MACHINE is a slogan for automobiles, and the COCA-COLA bottle is a package design mark for soft drinks. VISA and AMERICAN EXPRESS are both service marks for credit card services.
Even a sound, smell, color, color combination or a shape can be a trademark under certain circumstances. For instance, the color pink has become a well-known trademark for insulation used in building construction, the color brown has become a service mark for package delivery services and the sound of certain chimes representing the notes G-E-C has become a trademark for NBC, a television broadcast company. Many countries also recognize “collective marks” and “certification marks “
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