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last revised Nov. 27, 2001

definitionspurpose scope acquisitionlifetime of protection legal standards

Purpose of Trademarks

A trademark may be protected for several reasons:

  • it designates the source of a particular product or service, even though the specific source is unknown to the consumer
  • it denotes a standard of quality for the product or service
  • it identifies and distinguishes a product or service from other products or services
  • it symbolizes the goodwill of the company and encourages consumers to purchase the trademarked product or service
  • a substantial advertising investment is made and it is treated as property
  • it protects the public from confusion and deception by insuring that consumers are able to purchase the products and services they want
Gilson on Trademark Protection & Practice §1.03

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