Plural or possessive forms of the mark should not be used, nor should the mark be used as a verb. Similarly, when using a trademark in printed material, it should always be distinguished from surrounding text so that the public will know it is a trademark. Businesses should actively and aggressively police the use of their trademarks by the public, and if necessary, challenge any improper use. Remedies owners may pursue for improper use include seeking injunctive relief from the courts and filing opposition and cancellation petitions in the Patent and Trademark Office. The steps trademark owners can take to protect their marks, however, are not limited to seeking legal remedies in a court of law or administrative agency.
Trademarks can be particularly valuable assets, but their value can be destroyed by improper use.
David Hill received his law degree from Vanderbilt University. A practicing patent attorney for over 21 years, Hill is licensed in Tennessee, Pennsylvania and before the U.S. Patent and Trademark Office.