Walk Softly And Carry A Strong Trademark

This is the second in a series of introductory articles on the topic of trademark law. To view the first in the series please click on the Previous Page link at the bottom of this page

In this second installment of our series about trademark law, we will address the continuum of trademarks from strongest to weakest. When selecting a new mark, companies often select marks that are descriptive of the product so that consumers will quickly ascertain the nature of the product. As discussed below, descriptive marks are not immediately protectible as trademarks. Therefore, a company’s investment in a strong mark is important in terms of affording the trademark owner with greater legal rights in both enforcing and defending its mark from day one.