Trademarks and service marks help consumers to distinguish between competing products and services. Their main function is to identify the provider or the source of products and services, thereby enabling consumers to select products and services based on, for example, reputation and quality.

In order for a trademark and service mark to perform their source-identifying function, a brand owner must use its mark as required by U.S. law. We outline below some guidelines for brand owners to follow to ensure they are using and protecting their brands properly.