Bear in mind that trademarks or service marks are adjectives that refer to a particular brand of product or service. In contrast, business names are nouns that identify a particular business. Thus, the rules listed above apply to the use of trademarks and service marks, not business names. For example, a business name may be used in the possessive.
It may be useful
to periodically perform a " trademark audit" within
your business or marketing department to assure that proper use
is being made of all your company's trademarks and service
marks. Since trademark rights arise from use, proper use is the
key to maximizing the value of your trademark and trade name
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