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What is the importance of a trademark as a commercial asset?
A trademark is much like a proper name, just like your proper name includes your given and surnames. It is the identifier of the product or service in that it separates the associated goods and services from all other competing goods and services, just as your name distinguishes you from other people. When considering the importance, try to find a single advertisement anywhere that does not include at least one trademark on the advertising.
consider the confusion that would be present if people did not have given and surnames. We would only be able to refer to each other as "hey you." This would hardly be helpful when you want to know where the person can be found. "Where is hey you?" Consider how you would tell someone which brand to purchase or give a referral without using a trademark. Trademarks are critically important assets and should be protected as such.
Updated: 11/12/99
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