Basic Facts 01: What Every Small Business Should Know Now, Not Later

This simulated presentation features reporters from the USPTO's news broadcast-style video series, the Trademark Information Network (TMIN). While the set-up is staged for educational purposes, the information provided is real.

This video is a must for anyone interested in starting a business to sell a product or offer a service, as well as attorneys who are new to trademarks. It highlights the important role of trademarks in that process, including a discussion of how trademarks, patents, copyrights, domain names, and business name registrations all differ. It gives guidelines on how to select the right mark--one that is both federally registrable and legally protectable. It also explains the benefits of federal registration and suggests resources if you need help with your application. By the end of the video, you'll understand why having a trademark component of your business plan is critical to your success.

00:10 – Opening remarks
03:56 – What is a trademark?
06:24 – Comparing trademarks, patents, and copyrights
07:35 – Comparing trademarks to domain names
10:06 – Comparing trademarks to business names
12:24 – Benefits of federal trademark registration
16:03 – Selecting a strong trademark
17:19 – Likelihood of confusion
22:58 – Strength of the trademark
28:09 – Additional trademark selection considerations
31:11 – USPTO resources
33:20 – How to get help with your application
38:32 – Misleading offers, notices, and solicitations
39:09 – Closing remarks

If you’d prefer to learn the same information through shorter videos, watch the USPTO’s animated Basic Facts About Trademark series:

For an explanation of the federal trademark application process from beginning to end, watch the USPTO's news broadcast-style video series, the Trademark Information Network (TMIN):

Enhanced accessibility version:

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