Besides a large warehouse of sugar, a few trucks, and some carbonated water, the Coca-Cola Company does not really own much – much that is, other than its trademark.  The Coca-Cola Company is worth over $140 billion, ($140.11B; April 11, 2008 market capitalization).  Despite this being a special case example, many companies similarly have among their most important assets - trademarks.  From the instant a company opens its doors, employees work hard each day to further build a reputation as a source of superior goods and/or services.  This reputation often becomes the most important and indeed valuable asset of a company.  Therefore, it can be no surprise most consider it quite important to vigorously protect and secure this reputation.  Business goodwill associated with a particular name is protected by careful use of trademarks.  Accordingly a company reputation may be converted to a tangible property - by registration of trademarks.

The trademark registration process is easy, inexpensive, straightforward and quite accessible via the USPTO trademark webpages.  Unlike patents, the trademark application process can be effectively executed by persons who take just a bit of care and diligence to learn a few important trademark concepts.  It is not essential to be an expert in law in order to successfully prepare and execute a trademark application for registration.  We encourage you to advance your trademark portfolio starting today - please download our free trademark registration kit to begin a portfolio plan without delay.

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