The benefits of trademarks

If you have a product or a service that you’re selling to the public and you want a reputation that you can build up and make your own, that’s done by a trademark. A trademark is really a shorthand way of, “This is my identity. I’m Coca-Cola.” “I’m American Airlines.” And you don’t want anybody else confusing the public and selling a similar product and making them think that they are you. You want to get the benefit of repeat sales. If someone’s bought your product or your service and they like it, they think you’re good, you want them to come back to you, not to somebody else. And that’s — in that situation, you need a trademark, and you probably need a trademark registration.