What's in a name? Ask Marlboro, Nestle or Coca-Cola. Those names are worth billions of dollars. And, so it is also with brand names in the direct selling industry like Amway, Tupperware and Mary Kay.

At the beginning of an MLM company's history, its trademark is perhaps its least valuable asset. Its most valuable assets are its inventory, equipment, formulas and other tangible items. Something happens, however, to an MLM company as it grows more and more successful and is recognized in the public marketplace. After achieving a level of success and acceptance, its name, trademark and good will become its most valuable assets. Nobody will dispute that names such as Amway, Mary Kay or Fuller Brush have become some of the most prized possessions of those companies.