Cincy Magazine Ask the Expert

Rayan F. Coutinho, Ph.D.Question

What are some of the things my company should or should not do to protect the value of its trademark?

Use trademarks as adjectives, not as nouns and verbs. Ensure consistent rendition in each instance of use e.g. font, style, color, spelling. Use ® if registered and TM if not registered. Never use the mark in plural or possessive form. Avoid “naked licensing” i.e. licensing without restrictions and controls. When possible indicate who owns the mark. E.g. put at the bottom of your advertising brochure a caption similar to “Jeep® is a registered trademark of the DaimlerChrysler Corporation.”

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