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“That’s Not Me”: Trademark Identity Theft
By: Jack Santaniello
So you’ve spent years creating, designing and using the perfect words, designs and symbols to represent your business. While Googling, Facebooking, E-Baying, or doing something else in front of a computer or television screen, you happen to notice your business logo on the screen. As you look closer, you realize it’s not your mark, but something that looks like it. What do you do?
Businesses are identified by their brand - the words and symbols linking certain products or services back to a business. Many business owners gloss over the true value of their marks and, therefore, do not pay much attention to protecting them. According to the United States Patent and Trademark Office (USPTO), intellectual property theft causes losses to businesses estimated to be in excess of $250 billion dollars per year and 750,000 lost jobs annually. Trademark protection prevents others from profiting off of the brands and goodwill businesses have developed for themselves.
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Jack Santaniello is a partner in the corporate, franchising and intellectual property law practice groups in the firm’s
Charlotte Office.
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