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Unformatted text preview: Trademarks, also known as commercial identifiers or marks, can be words, phrases, logos, symbols, or images. Sometimes a trademark is made up of two or more of these. You can look at just about any product and see one or more trademarks. A trademark is used to identify a product as being unique to the company that owns it, so therefore trademarks are extremely valuable to their owners. A trademark can be identified with a company to indicate quality, flavor, scent, innovation, or any number of ideas that a company wishes to express. Exclusive rights to a mark are partially established through commercial use, such as: Entering the mark on state or county records Applying the mark to signs and promotional materials Using the mark on letterhead, business cards, and Web sites Marks can also be registered with the United States Patent and Trademark Office (USPTO), which gives companies more leverage should a dispute arise over a mark. The mark will return a result during trademark searches, discouraging others from trying to claim the mark as their own,...
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- Spring '10