As an example, let's take a pharmaceutical company that is developing a new product with a high market potential. It spends millions of dollars on research and development and on marketing and sales. Such a company will not take any risk relating to the trademark that may jeopardize the success of the product. This puts significant pressure on in-house trademark professionals to come up with available trademarks, often within a short range of time. When faced with clearing trademarks the first hurdle is to find the proper type of search to obtain a well-founded legal assessment of the availability of the marks. Should one immediately institute full searches or is it better to combine initial screening searches and full searches? The right strategy will keep the risks to a minimum.
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