For many companies, the most valuable asset is the good will associated with company’s name or other names or designs which designate the origin of the company’s products. Whether it is a reputation for quality or innovation, branding is 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 good will. Failing to promptly protect the trademarks, in contrast, can significantly interfere with enforcement of trademark rights in the future.