| Abstract: | One of the most important decisions facing new products managers is the selection of a brand name. Far too often, this decision is postponed or treated casually, leading to a myriad of later problems. Thomas Hemnes, a practicing trademark attorney, discusses these problems. He notes the importance of the choice of both the trademark and generic names for the new product and also provides helpful guidance. In addition, he discusses particular needs for documentation and record keeping, linked to both trademark selection and trademark maintenance. Finally, he draws important distinctions between trademark and patent registration, closing with a discussion of differences between practices in the United States and elsewhere in the world. |
