As naming specialists know all too well, creating a brand name that passes creative and strategic muster is only part of the naming process. The ultimate test is whether that name can pass legal muster, and is trademarkable! Though finding out that the name you most like is unavailable can deal a crushing blow to your confidence BEFORE you finalize a name, getting a letter from someone else’s attorney AFTER you run with that name is far worse. So make sure you, and more importantly your lawyers, diligently, soberly, and honestly screen the name candidates for trademark conflicts.
And, how do you do that, exactly? Well in this handy-dandy video, Catchword principal Mark Skoultchi walks you through the basic steps—and common pitfalls—of preliminary trademark screening. You’ll learn why it’s not enough to make sure the exact name under consideration isn’t trademarked by someone else . . . how to conduct preliminary trademark screening in a way that allows your brand to expand in the future . . . and what sorts of names stand the best chance of being protectable. While it’s no substitute for professional legal counsel, this 6-minute video can give you a leg up and help you to understand and even participate (initially) in your trademark screening process—before turning it over to the professionals.