The scope of the rights in a name depend upon how it is used. Other marks may be much narrower, such that the use of a mark in one area will not prevent the use of the mark in other goods and service areas. The best way may be to impress the mark directly upon the goods. Tags and labels applied to the goods are another proper way to use the trademark. However, a use which is too greatly removed from a direct association with the goods may fail as a proper use.
Service marks are a different story.
Aside from the differences in which the use is shown, the application and examination procedure is about the same. Many things can stop the process, including a rejection by the Examiner, an opposition filed by another who believes he will be damaged by your registration, a petition to cancel the registration from others, and worst of all, forgetting about the trademark and allowing it to lapse by failure to file the Section 8 affidavit. Improper means, includes theft, bribery, misrepresentation, breach or inducement of breach of a duty to maintain secrecy, or espionage through electronic or other means. Reverse engineering or independent derivation alone shall not be considered improper means. It is illegal to acquire a trade secret of another by a person who knows or has reason to know that the trade secret was acquired by improper means.