A trademark is more than just a brand name under which a business operates. It is an assurance to the consumer of the quality of the product or service that they are purchasing and unreservedly implies that the company will keep its products or services relevant to a changing marketplace. A trademark increases the sales of a company’s product or services. For any company, brand equity is a durable source of cash flow, lower cost of sales, lower cost of capital and higher market valuation. Therefore the choice of the right trademark is a critical to a business undertaking, one that requires long hours, time and effort to be invested, but more importantly, it requires sound knowledge of which attributes constitute an ideal mark. At this stage it is important to consult a trademark lawyer
for advice on choosing the right mark.