What are trade names and service marks, and how are they related to trademarks?
A trade name is the name a business uses to identify itself to customers, like Toys R Us. Often, a company’s trade name is also one of its most important trademarks. For example, Ford identifies both the manufacturer Ford Motor Company and a line of cars it sells. Although trade names as such cannot be registered with the U.S. Patent and Trademark Office, the law gives them many of the same protections that it gives trademarks. A service mark is a type of trademark, but it is used for services rather than goods. In the U.S., service marks receive the same legal protection as trademarks. Cooley Godward®, America Online®, Hertz®, and Federal Express® are registered U.S. service marks.
