Trademarks are best protected by registration on an appropriate trademark registry. The Intellectual Property Office (IPO) controls the UK trademark registry. A registered trademark carries the following benefits: It gives you the exclusive right to use the trademark in the UK in connection with the goods and services in respect of which it is registered. It protects the value of your ‘brand’ and can be an effective deterrent to would be infringers. It is a valuable asset that can be commercially exploited, for example by licensing or assignment. You have an indefinite right to renew the trademark (renewal is required every ten years). Making a claim for infringement of your trademark can be straightforward in the event that someone uses an identical or similar trademark in respect of identical or similar goods or services without your consent, and in certain circumstances even if the goods or services are not similar to those against which the mark is registered. In order to be registered a trademark must be distinctive and not confusingly similar to an existing trademark registered in respect of the same or similar goods and services (trademarks registered against other classes of goods and services must also be considered).