In the midst of strategic planning, it is crucial that companies of every type not overlook the value of their trademark portfolios. The importance of clearing and then protecting trademarks and service marks, preferably at an early stage, cannot be overstated. After all, your trademarks are the brand by which your company is or will be known publicly, and the vehicle through which you will advertise and provide your goods and services worldwide. Your trademark is the public face of your company. Thus, the failure to select and protect your trademarks properly can have serious and expensive ramifications.

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