These monitoring activities should continue for as long as the mark is active. Trade journals, newspapers, yellow pages and directories are other valuable sources of information to periodically monitor usage of similar marks. The owner of the trademark can be a superior protector of the mark since the owner is often most familiar with the latest news and trends in his market. Family business owners might self-monitor the trademarks, depending upon the size and financial resources of the business. The trademark owner should periodically retain an attorney to search sources not available to the owner of the mark.
Attorneys can also provide specialized searches in depth as needed.
For a particularly valuable trademark or one owned by a corporation with significant investments in the mark, a professional search company can provide a comprehensive, economical search or enhance a search by an attorney. To retain trademark protection, the owner must maintain continuous use of the mark. Trademark owners must renew their marks every ten years. If the owner fails to submit timely documents for renewal or to show continuous use, the mark is in danger of cancellation. Failure to maintain the mark may be evidence of abandonment.