A trademark or service mark is a brand identifier.  Every company offering products or services has at least one.  While the name of a product or service tells consumers what it is, the associated mark tells consumers who offers it to the public. The selection and use of a brand name involves a number of important decisions that have both marketing and legal implications.  Failing to understand and accommodate those implications can expose a startup to increased marketing costs and legal exposure.  Accordingly, a startup would be well-advised to follow some simple rules.  Read More>>