Phoenix business law firm Jaburg Wilk Intellectual Property attorney and author of Protect Your Writing's Maria Crimi Speth, presents on creating and protecting great brands.

1. Creating and Protecting
Great Brands
Presented By:
Maria Crimi Speth
Jaburg & Wilk, P.C.

2. Creating and Protecting
Great Brands
Branding Expertise By:
Tanya Gagnon

3. Most Valuable Brands
Apple 104.3 billion
Microsoft 56.7 billion
Coca-Cola 54.9 billion
IBM 50.7 billion
Google 47.3 billion
-- Forbes 2013

4. Trademarks
 Anything that identifies your goods or services
 Sometimes called service mark when it
identifies your services

5. Choosing a Trademark
 Marketing perspective
 Legal perspective

6. Choosing a Word Trademark
 Arbitrary/Fanciful
 Suggestive
 Descriptive
 Generic
oit cet or P
n

7. Name that brand:
 I’m lovin’ it
Where’s the beef?
 The King of beers
 Just do it
 Reach out and touch someone

11. Who makes this soup?

12. Why is this insulation pink?

13. Which delivery service is this?

14. Where does she work?

15. Sound trademarks
Intel Inside
Windows
Maxwell House
Harley Davidson?

16. What Can Be a Trademark?
 Names
 Words (tag lines)
 Pictures
 Trade Dress
 Colors
 Sounds
 Smells

17. Trademark Symbols
 Use ™ after a trademark or service mark that
is not registered with the USPTO
 Use SM after a service mark that is not registered
with the USPTO
 Use ® after a trademark or service mark that is
registered with the USPTO

18. Trademark Infringement
 Is the use of the trademark likely to cause a
reasonable consumer to be confused about the
source of the goods or services or about
sponsorship of the goods or services?

19. Trademark Searches
 Search engine
 Preliminary -- www.uspto.gov
 Domain name
 Professional Trademark Search

20. Benefits of USPTO Registration
 Constructive use throughout the U.S.
 Presumed Valid
 Prevent Others from Registering
 Other Statutory Benefits