For the consumer, a trademark provides a method of differentiating the products or services of various producers and allows them to easily identify their preferred brand choices. Remember these tips to avoid non-distinctive use of the trademarks of yourself or others. It is dangerous to use your trademark as a verb, since you risk the problem of your trademark becoming generically descriptive of the activity to which it is used to refer. Since trademarks are adjectives which describe nouns, rather than being nouns themselves, they should not be used in plural form. Rather than pluralizing the trademark, the nouns which they describe should be pluralized.
Trademarks are different from trade names, corporate names or business names.
Trade names are proper nouns which can be used in the form of a possessive and do not require a generic modifier. Trade names should not be marked with a trademark symbol. Many companies use their trade names as trademarks. Trade names, unlike trade marks, can be used in a possessive sense. Properly displaying your trademarks will distinguish your mark from the generic language with which they are used.