Trademark: Legal Care for Your Business & Product Name

Trademark: Legal Care for Your Business & Product Name

by Stephen Fishman J.D.

Paperback(Twelfth Edition)

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Protect your business name and logo!

Your business name, the names of your key products, and your logos, packaging, and slogans—all of these can function as trademarks that distinguish your business and its services and products. So it’s important to choose your marks carefully and protect them vigilantly.

Here, you’ll find the most up-to-date information on how to select and protect a great trademark. Learn how to:

  • choose trademarks that distinguish you from competitors
  • search for marks that might conflict with your own
  • register your mark with the U.S. Patent and Trademark Office
  • protect your marks from unauthorized use by others
  • resolve trademark disputes outside the courtroom, and
  • create an Internet presence and secure a domain name.

Includes step-by-step instructions on how to register and maintain your trademark with the federal government.

Thoroughly updated, the 12th edition includes the latest laws and court cases, including the U.S. Supreme Court’s decision to allow registration of a “disparaging” phrase.

Product Details

ISBN-13: 9781413326659
Publisher: NOLO
Publication date: 08/27/2019
Edition description: Twelfth Edition
Pages: 440
Sales rank: 261,643
Product dimensions: 7.00(w) x 8.90(h) x 1.00(d)

About the Author

Stephen Fishman has dedicated his career as an attorney and author to writing useful, authoritative, and recognized guides on business, taxation, and intellectual property matters for small businesses, entrepreneurs, independent contractors, and freelancers. He is the author of 20 books and hundreds of articles, and has been quoted in The New York Times, Wall Street Journal, Chicago Tribune, and many other publications. Among his books are Every Landlord’s Tax Deduction Guide, Deduct It! Lower Your Small Business Taxes, and Working for Yourself: Law & Taxes for Independent Contractors, Freelancers & Gig Workers of All Types, published by Nolo. He is a two-time recipient of the Independent Book Publishers Association’s Benjamin Franklin Award.

Table of Contents


1. A Trademark Primer

2. Trademark, Domain Names, and the Internet

3. How to Choose a Good Name for Your Business, Product, or Service

4. Trademark Searches—What They Are and Why You Should Do One

5. How to Do Your Own Trademark Search

6. How to Evaluate the Results of Your Trademark Search

7. Federal Trademark Registration

8. How to Use and Care for Your Trademark

9. Evaluating Trademark Strength

10. Sorting Out Trademark Disputes

11. If Someone Infringes Your Mark

12. If Someone Claims That You Infringed a Trademark

13. International Trademark Protection

14. Help Beyond This Book

A. International Classifications of Goods and Services

B. Glossary of Terms

C. Selected Pages From Thomson CompuMark Trademark Research Report



The key to business success in the 21st century is branding—creating a business persona that attracts and retains customers. Trademarks are the legal foundation for branding. Trademark law allows a business to get exclusive advantages within an industry and to pursue copycats. This book is a field leveler for a startup, contractor, or a small business owner who wants to expand. It provides easy-to-understand and step-by-step instructions for most common legal branding issues.

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