Basics of Trademark Rights

Last updated: March 28, 2008
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Trademarks - Transactions - TradeTrademarks - Transactions - Trade
Key Practice Areas -
1. BusinessBusiness
(Contracts, Business Formation, etc.)
2. Intellectual PropertyIntellectual Property
(TMs, copyright, patent licensing, etc.)
3. InternationalInternational
(import/export, int’l contracts, etc.)
Chester/Associates, PLLC

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Intellectual Property Basics:
Trademarks
How to create, protect and defend
your brands and goodwill

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got IP?
CopyrightCreate web sites, brochure, write articles,
commercials/ads or
. . . .design business or planning strategies
for clients/prospects
Trade Secrets/Patent. . .have client lists
. . .have unique ways of doing business
. . .create new products or methods
Trademark/Trade Name
Service Mark
. . .sell products
. . . offer services under a “business name”
. . .have a Logo?
You own the following type of IP:If you:

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What is a trademark?
Any name, symbol,
figure, letter, word, or
mark adopted and used
by a business to
designate its goods and
to distinguish them
from those of others.

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What is a trademark? (cont.)
Ownership of a mark allows -
• Exclusion of others from using mark, or one that is
“confusingly similar”
• Licensing of mark to others (e.g. for a fee)

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A. Trade Names - A name used to identify a
commercial product or service
Ex. General Electric, Inc. – legal name
GE – Trade name
- Trademark
B. Patents- the exclusive right to an inventor to
manufacture, use, or sell an invention.
Ex. Post-it notes (patent ended)
I. Other Forms of IP

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I. Other Forms of IP
C. Trade Secrets - A secret formula, method, or
device that gives one an advantage over
competitors.
Ex. Coca-Cola recipe
D. Copyrights - exclusive right to make copies,
license, and otherwise exploit a
literary, musical, or artistic work,
whether printed, audio, video, etc.
Ex. Harry Potter books

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II. Kinds of Trademarks
Forms of Trademark
1. Word Marks – text with no protection as to
font or styling
“Triad Hospitals”
2. Logos/designs - image only
3. Combination Marks – combination of words
and images

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II. Kinds of Trademarks (cont.)
Hierarchy of Trademark Protection
1. Novel/Fanciful - entirely invented
2. Descriptive - merely describes products or services or location
“Lutheran Hospital of Indiana”
“Secondary Meaning”
- Descriptive mark acquires distinctiveness through use.
- Generally, requires 5 years of use
3. Generic - common name for the products or services
“Surgery Center”

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C. Trademark Symbols
• Trademark - ™
– Goods
• Service Mark - ℠
– Services
• Federally Registered Trademark - ®
– Federally registered trademarks and service
marks

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A. Common Law
• Obtaining Protection
– Use the mark “in
commerce”
• Limits of Protection
– Geographic area where
the name is used
– Industry/class where used
Dallas
III. Trademark Protection
Seattle

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B. State Registration
– File registration with the state
– The state where the
mark is registered
• Timelines
– Fast procedure
– Fees & requirements vary by state
– Must be renewed every 5/10 years
Texas

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C. Federal Registration
– Registration with USPTO
– Protected throughout
the United States
• Requirements for Registration
– File trademark application with
USPTO
– Mark cannot be “confusingly
similar” to any other mark
– Can be “intent to use”
• Timeline
– Approx 18 months from
application to registration
– 1st renewal after 5 years
• then every 10 years

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IV. Address IP “Events”
Types of events that effect IP interests.
- You design a new logo or program/product name.
- You start a new business or change your name or logo.
- You invent a new product, new use for a product, or method
- Your company hires someone to write computer software.
- You are contacted by a 3rd party that allegedly owns a mark you are using.
- You notice someone else using a mark that is similar to your mark.

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Approximate CostsApproximate Costs
Common Law - $0 (merely need to “use”).
State Registration - @$800 - $1,250.
USPTO/Federal Registration - @$1,250.
Above estimates includes:
• TM Search
• application preparation, and
• government filing fees.
Of course, the cost of not protecting a markOf course, the cost of not protecting a mark
(or searching prior to using a new mark)(or searching prior to using a new mark)
can be much more.can be much more.

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Questions?Questions?
Email JFChester@Tradelawfirm.com
Direct 214.800.2845
Toll Free 1.877.34.World

Basics of Trademark Rights

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