Trademark Registration For Startups: Why Early Protection Matters

Introduction

The notion of brand protection as an afterthought may severely damage both the legal and business potential of the start-up. Founders can explain their decision not to register trademarks immediately, but to allocate their time and resources to other aspects they view as more important in short-term ventures, including product development, fundraising, and market entry. Prima facie, a trademark is a name or logo. More abstractly and business valuably, a trademark is consumer goodwill and brand identity. Depending on the market's competitive landscape, failure to obtain trademark protection may be more costly in terms of time and resources (rebranding, trademark litigation) than obtaining protection from the start. This article will discuss trademark registration and its positive legal, business, and risk protection impacts for start-ups.