The increased visibility of the trademark will intensify public recognition, thus perpetuating the value of the mark. Now the trademark owner may profit from the trademark's popularity, maximizing returns on investment into the development of the trademark. The sources consulted are dictated by the anticipated classification and use of the proposed trademark. If a trademark will be used in specific industry, the searcher should consult specific trade journals in that industry. Likewise, if the owner of a proposed trademark anticipates expansion into a certain region of the world, the searcher should consult specific international registers.
Databases can provide quick and thorough search feedback to the individual searcher.
The attorney should balance the needs and financial resources of the business, weighing the costs of a implementing certain search strategies and resources against the risks of foregoing those strategies. The scope of the search will vary according to the status of the proposed trademark in the Trademark Life Cycle. Trademark attorneys may find it convenient to conduct online searches for the screening, investigation and maintenance phases, but prefer a professional search company to conduct clearance and protection searches. Likewise, the scope of the search may vary based on the size of the business. Small businesses just starting up may not have the financial flexibility to fund advanced searches beyond local borders and the federal register.