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Beyond just filing a trademark to identify your company, brand or product; Fortress PATENTS / IP guides registrations to ensure the strongest and most protective trademark desired by the applicant.
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The term “trademark” includes any word, name, symbol, or device, or any combination thereof … to identify and distinguish his or her goods, including a unique product, from those manufactured or sold by others and to indicate the source of the goods, even if that source is unknown.
(15 U.S. Code 1127)
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Marks 
There is some protection for unregistered products indicated by the TM symbol or services indicated by the SM symbol, and even some protections if marks are not used. Most of these protections for unregistered trademarks arise from state common law statutes.
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TM – Trademark: An unregistered claim of a product indicator.
Trademarks
SM – Service Mark: An unregistered claim of a service indicator.
.Trademarks
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Other Marks – Specialized and less frequently used.
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Trademark or service mark registration is indicated by (R). Registering the trademark or service mark is not mandatory, but does provide significant advantages. An immediate advantages is providing notice nationwide of an ownership claim.
R – Registered Mark: A registered claim of a trade or service indicator.
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Trademarks
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Principles 
What is protected is only what is filed for protection. Even a variation will need its own filing.
Word Trademark – Only protects that word alone. 
Phrase Trademark – Only protects that phrase and not a deviation of the phrase. 
Image Trademark – Only protects the specific image and no deviation. 
Word/Phrase and Image Trademark – Only protects the specific combination, spacial relationship, and other characteristics and no more and no deviations.
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Registration Authorities
Trademarks can be registered with three classes of authorities.
U.S. Government – Trademark with authority across the U.S.
U.S. States – Trademark authority within the state, but is usually and eventually superseded by the U.S. Trademark.
International Registration for Foreign Country Trademark – A common registration system that facilitates trademark registration in each country protection is desired.
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Trademark Power 
Trademark power varies base upon its uniqueness, with more unique being stronger.
Arbitrary – Most powerfully protective.
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Trademarks
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Fanciful – Powerfully protective.
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Suggestive – Moderately protective. A natural description exists and must gain an association with use.
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Trademarks
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Descriptive – Weakly protective. Must gain a secondary meaning from use.
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Trademarks
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Generic – Lost trademark protection. Non-authorized use was not defended and therefore the trademark evolved to a general product or service class association and identifier.
.Trademarks
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Fortress PATENTS / IP seeks to work with trademark applicants during the development of the mark to help guide the strongest identification and mark available for the greatest distinction and longest duration.
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