For many companies, the most valuable asset is the goodwill associated with company’s name, the name of the company’s products or designs which designate the origin of the company’s products. Whether it is a reputation for quality or innovation, branding is very important. It is equally, important, however, to keep others from capitalizing on the goodwill by adopting confusingly similar trademarks.

By properly protecting trademarks early, a company can discourage competitors from adopting similar names and can increase the likelihood of a prompt resolution to any attempts to misappropriate the company’s goodwill. Failing to promptly protect the trademarks, in contrast, can significantly interfere with enforcement of trademark rights in the future. Additionally, obtaining registration of a trademark can help ensure the right to use the mark even if it is later discovered that another party has prior rights. Thus, promptly registering important trademarks is a vital first step for businesses and individuals.