What's in a Name: Selecting and Protecting a Trademark ("Minnesota Law, Presented by Moss & Barnett")

Shakespeare famously asked the question, "what's in a name?," and then observed, 'that a rose would smell just as sweet by any other name." While that is certainly true, it is just as true that businesses and individuals spend billions of dollars each year to develop their names and images into valuable brands that are protected by the law of trademarks from being used by others. Marsha Stolt explores the law of trademarks: what they are, why are they protected by the law, and how to register and enforce a trademark.