A trademark or service mark is a brand identifier. Every company offering products or services has at least one. While the name of a product or service tells consumers what it is, the associated mark tells consumers who offers it to the public.
The selection and use of a brand name involves a number of important decisions that have both marketing and legal implications. Failing to understand and accommodate those implications can expose a startup to increased marketing costs and legal exposure. Accordingly, a startup would be well-advised to follow these seven simple rules: