Introduction Competition in the modern business environment is normal and often considered healthy. According to Nesheiwat, a highly competitive business environment embraces innovation as a way of meeting needs of customers in the best way possible (29). Companies that embrace creativity often emerge successful in such markets. They can understand emerging trends, new tastes and preferences, and what can be done to align products with new demands. It is common to find companies that use unethical practices in such highly competitive business environments. Brown and Nagy emphasize the need for business entities to operate in an environment where there is mutual respect among firms (17). It is unethical for a company to engage in acts that may harm other firms or customers because of the desire to make quick gains. The need to ensure that business entities and customers are protected from unscrupulous practices led to the enactment of laws and regulations that define how firms should operate. Bouchoux observes that in an environment where companies are keen on making impressive profits at all costs, the temptation to eliminate major market rivals may exist (41). The legal structures ensure that such temptations are subdued to create a healthy competitive environment for all players. Trademark laws are specifically meant to ensure that intellectual rights and trademarks are not infringed upon by their rivals in the market. According to Grigoriadis, the United States has strict trademark laws meant to create a perfect environment for the business community to operate (32). In this paper, the researcher seeks to investigate fair and unfair competition under trademarks. Trademark and Trademark Laws The concept of a trademark has gained massive popularity in the modern business environment. Dornis defines trademark as “a word, phrase, or logo that identifies the source of goods or services” (34). As the name suggests, it is a mark that identifies a company and distinguishes it from its rivals in the market. The concept of defining the identity of business emerged because of the existence of companies offering similar products in the same environment. Coca-Cola Company and PepsiCo offer cola products in the global market. The two fierce market rivals are keen on ensuring that they offer the best value to their customers. They constantly add value to their products and try to improve the experience for their customers as a way of gaining a competitive edge over the competitor. However, such efforts would go to waste if customers are not able to distinguish the two companies’ products. Coming up with a unique product name, logo, and colors makes it easy to differentiate products from one company from another. Every time customers realize that there is uniqueness in a given product, they will know the company that is committed to meeting emerging needs. As such, it makes it possible for a firm to develop a pool of loyal customers. Product and brand promotion has become one of the crucial areas of marketing because of the competitive business environment. Firms are finding it necessary to use mass and social media to popularize their brands and products in the market. Such promotional campaigns would be impossible to conduct without a clear trademark. Sreenivasulu states that a firm