Likewise, we seek out the ones we want, by name. If you have been involved in the marketing process, you may know the enormous effort and expense that go into developing and publicizing new products. Trademark law allows companies that spend time and money developing their market shares to reap the benefits of that effort. Trademark law lets you enjoy the benefits of your own commercial reputation and prohibits anyone else from taking a free ride on your commercial coattails. It also protects consumers by allowing them to spend their money on the products and services they have grown to trust.
Some trademarks are worth hundreds of millions of dollars.
Naming a product well and designing a new corporate logo or design trademark may be critical to your business' success. We have more trademarks than ever before seeking to attract our attention in magazine, television and billboard ads. With about 100,000 new registered trademarks annually joining the approximately 1,000,000 currently valid registered U.S. trademarks, it has become very difficult to avoid infringing on an existing trademark when you design a new logo or name a new product. However, it can be done. Don't use someone else's trademark without the owner's consent.