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Trademark Considerations When Building A Brand
The word “brand” is used broadly as a business buzzword. Comprised of a company or product name, a brand acts as a reassuring signpost for consumers in a busy marketplace, signaling a trusted source and consistent level of quality.
This article addresses the beginning of the brand protection process — when potential brands are conceived. We are purposeful in writing “potential brands” in plural form, because it is recommended to have multiple candidates that function as alternatives in case the most preferred candidate isn’t available.
Once this list is determined, consider registering obvious variations of each candidate as domain names. If in attempting to do so you discover that the most important domain name (usually the .com version) is already registered, research who owns it and their intended use.