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Trademarks: the what, why, and how


Last updated 9/26/2013 at Noon

Jim Brunton of the law firm of Brunton & Jagger.

A trademark, sometimes referred to as a brand, is a device that is used by businesses to identify and distinguish their goods or services from those of their competitors. A trademark can be a word, a group of words, a logo, a combination of words and a logo, a letter, a slogan and a product shape.

Well-known word marks include Apple, Sears and Chevrolet. Famous logos include McDonald’s Golden Arches and NBC’s peacock-style design. Well known slogans include Budweiser’s “The King of Beers” and BMW’s “The Ultimate Driving Machine.”

Many businesses have valuable trademarks, b...

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