Trademark registration

United States
Registering a mark with the United States Patent and Trademark Office (“USPTO”) confers important advantages on the mark owner. For example, the owner can obtain the exclusive right to use the mark in the United States and can exclude others from using the mark, or a comparable mark, in a way that would con­fuse consumers. Marks also are protected by anti-dilution laws, which ensure that a famous mark’s distinc­tiveness cannot be blurred by the commercial actions of others, even if those actions fall just short of causing actual confusion. In order to register a trademark with the USPTO, the applicant must demonstrate that (1) the mark is distinctive, and (2) the mark will be used, or is intended for use, in interstate or foreign commerce. A trade­mark, service mark, or certification mark generally does not expire as long as it continues to be used.