Originally published in the November 2012 issue of Smart Business Los Angeles.

You know that picking the right name for a startup company or new product line can play a major part in its success. But name selection should not be driven only by marketing; it is vitally important to consider the legal ramifications. “It may be years down the road, but if you didn’t do due diligence in selecting and protecting your mark, you could end up losing all or part of the investment you have made in it,” says Timothy Skelton, partner at Ropers Majeski Kohn & Bentley PC.

Smart Business spoke with Skelton about how getting your company, product and domain names right is well worth the effort.

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