In today’s digital economy, trademarks are often the most valuable assets that a business owns.  For example, in 2015, Google’s trademark portfolio was estimated to be worth $76 billion, which constituted almost one third of the entire value of the company.  Microsoft clocked in at $67 billion, with Verizon close behind at almost $60 billion.  While you may not hit 11-digit figures like these intellectual property behemoths, a smart trademark strategy can put you on the right course.  This blog is the first of a five-part series that will help you understand trademarks and how they function, so that you can maximize the value of your own trademark portfolio.  We’ll run the other four articles on the next four Tuesdays (“Trademark Tuesday”) and plan to offer a free webinar covering trademark basics at the end.  So keep reading!

So, what is a trademark?  A trademark identifies products or services as coming from a particular source.  Although a trademark is usually a word, a phrase or a design, it can also consist of or incorporate features such as color, smell, taste, shape (product configuration), touch, motion and sound.  But not all trademarks are created equal.  A strong mark can preclude the use by others of somewhat similar marks for goods and services that may not be directly competitive.  In contrast, a weak mark may only be entitled to protection against the use of an identical mark for the same goods and services.  How do select a trademark that will most effectively help you build your brand?
Continue Reading Trademark Basics for Media Companies, Part One: What Trademarks Are and Why They Matter