As such, those who wish to avoid trouble will also avoid using your trademark. The owner of a federal trademark registration can receive invaluable assistance from the U.S. Customs Service against unscrupulous importers of counterfiet or gray market goods. This assistance is not automatic, however, and the trademark owner must record their registration with U.S. Customs, and in many cases have to help Customs with tracking such illegal activity. Yes One of the most important reasons to register your trademark is to let the world know that you claim rights in the mark. The cost of registration is easily paid for on this basis alone.
Deterrence occurs in two ways.
First, the U.S. Patent and Trademark Office will refuse to register any confusingly similar marks. Second, your mark will appear on trademark searches when businesses contemplate adopting a mark that is similar to yours. Since the vast majority of businesses would rather avoid a lawsuit with you, simply letting them know you're out there could save thousands in litigation down the road. If they only find out about you after they've invested heavily in materials and have created substantial goodwill, they are far less likely to challenge your trademark. If you cannot show these things to the court, your case may be dismissed at the outset.