The following is an edited transcript of my video Trademark Registration Provides Double Protection.
Trademark registration is such a valuable tool to protect a brand that it actually offers double protection, both before and after an incident occurs, should one happen. It’s like having both a smoke detector to tell you that there might be a fire and a fire extinguisher to help put out the fire.
Before an incident of infringement arises, trademark registration protects you because you’re in the USPTO database. Others are searching that database for potential conflicts when they are coming up with names, when they’re filing applications, and examiners are searching it when they’re reviewing other people’s applications. It’s providing the smoke detector type of proactive insurance and protection all the time just by being registered.
Registration is providing the fire extinguisher or contingent type of insurance as well in the event of an incident – If someone infringes your trademark, having the registration now makes it much easier and more likely to succeed, cost less money and time to deal with it, shut it down, sue or litigate. The registration is bolstering your case in the event of such a dispute.
As you can see, registration is a tremendous value, protecting a brand on both the front end and the back end. There’s really nothing else for a brand that provides more value than registering your core trademarks.