According to the United States Patent and Trademark Office (USPTO), a trademark can be any word, phrase, symbol, design, or a combination of these things that identifies your goods or services.  It distinguishes you in the marketplace from your competitors.  A service mark is essentially the same as a trademark; however, a service mark identifies and distinguishes the source of a service rather than a good or product.

A trademark/service mark is typically the most valuable asset of a business.  A trademark has several benefits.  Some of the advantages of a trademark/service mark include:

• Exclusive right to use
• Protects against Federal registration of the same or confusingly similar mark
• Helps you guard against counterfeiting and fraud
• Allows you/your business the right to use the ® symbol, so long as the mark is used in connection with the goods and services identified in your trademark/service mark registration
• Provides legal protection for your brand
• Denies others the right to claim that their subsequent use of the same mark was used in “good faith”
• Enhanced remedies for infringement (i.e., if successful, you can receive treble (3X) damages, costs and attorney's fees if you successfully defend against infringement)

A trademark/service mark is a valuable asset to any business.  It increases the value of your business and can be sold, assigned, and even licensed.  A trademark lasts forever, contingent upon the owner taking action to protect it and renew it, as scheduled.