ARTICLE · 26 APRIL 2021

How To Trademark A Phrase Or Slogan: The Basics

Klein Moynihan Turco LLP

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Trademarks are meant to protect the goodwill of companies and avoid confusing consumers.

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On April 9^th, the WWE filed several trademarks for the slogan "Then Now Forever Together," which was used in the signature opening before the WrestleMania event this past weekend. Readers of this blog may be familiar with other brands that use trademarks to protect symbols that set their businesses apart from the crowd.

All this attention begs the questions: (1) How do trademarks work; and (2) why should businesses and individuals with distinctive phrases, slogans and nicknames consider registering their marks?

What is a Trademark?

A trademark is a word, phrase, symbol or design that identifies and distinguishes the source of the goods or services of one party from those of others. Trademarks are meant to protect the goodwill of companies and avoid confusing consumers.

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The content of this article is intended to provide a general guide to the subject matter. Specialist advice should be sought about your specific circumstances.

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