Why should a start-up company care about trademarks?
Companies in their early stages are often focused on getting funding and developing their product or technology. Yet, although their first product launch may be years away, they need to pay attention to trademark protection. Trademark rights in a company or product name should be locked up as soon as possible—by intent-to-use trademark applications—to ensure that the company can use them once it begins commercial sales. Entrepreneurs also need to think about trademark protection as part of their exit strategy. Because brand names are critically important to a successful product, having solid domestic and international trademark protection can enhance the value of a business. Conversely, companies that do not have their trademark house in order may find that acquirers or investors will demand a lower selling price, or call for reserves to protect against problems that may result from an inadequate trademark program. New businesses should review their branding and marketing plans with tr
