Trade marks are often critical to a company or product making its 'mark' in business, but as Joanna Lawrence from Blake Dawson Waldron explains, there are many considerations to be made during the selection process. Most businesses recognise that their trade marks are valuable assets. However, many businesses do not discover that they lack adequate protection for their trade marks until it is too late. Others spend considerable time and resources developing a trade mark, only to discover that they cannot use or register it because it lacks distinctiveness or there is a problem with an earlier trade mark.
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