April 14, 2025

When starting a business, choosing a unique and memorable name is a critical step. Many entrepreneurs believe their selected brand name is distinctive, only to later face legal challenges due to trademark conflicts. Conducting a thorough trademark search before investing in a brand name is essential to avoid costly disputes and potential rebranding.

Understanding Trademarks and Their Importance

A trademark is a symbol, word, or phrase legally registered or established by use as representing a company or product. It grants the owner exclusive rights to use the mark within specific categories of goods or services and in the region where it’s registered. Trademarks are vital assets, contributing to brand recognition and consumer trust.

The Risks of Skipping a Trademark Search

Neglecting a comprehensive trademark search can lead to several complications:

  • Legal Disputes: Using a name similar to an existing trademark can result in infringement claims, leading to expensive legal battles and potential damages.
  • Forced Rebranding: If a conflict arises, you may be compelled to change your brand name, incurring costs for new marketing materials, packaging, and domain names.
  • Loss of Brand Equity: Building a brand takes time and resources. A forced name change can confuse customers and erode the trust and recognition you’ve established.

Real-World Examples of Trademark Conflicts

Several companies have faced significant challenges due to inadequate trademark searches:

  • Buc-ee’s vs. Barc-ee’s: Buc-ee’s, a Texas-based gas station chain, sued a Missouri coffee shop for trademark infringement over similar branding. (My San Antonio)
  • Katy Perry vs. Katie Taylor: Pop star Katy Perry won a legal battle against Australian fashion designer Katie Taylor, who operates under the brand “Katie Perry.” The dispute centered around the use of the name “Katie Perry” in relation to clothing sales in Australia.
  • WWF vs. WWF: The World Wildlife Fund and World Wrestling Federation (now WWE) battled over their shared acronym. This long-running dispute ended in a rebrand.

Steps to Conduct a Comprehensive Trademark Search

  1. Use Official Trademark Databases: Start with the USPTO’s Trademark Search Tool for U.S.-registered trademarks.
  2. Check Global Registrations: Use

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Book a free consultation call with us today to get expert guidance on trademark registration and protection.

(Or at least download our Ultimate Trademark Checklist to make sure you’re covering all the bases.)

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Did you know?

Without Trademarks, You Have ZERO Rights To Your Brand.

We’re talking business names, logos, slogans… even podcast titles. Lots of entrepreneurs don’t protect their trademarks until it’s too late.

So we made a short, free video to help you avoid the biggest, most dangerous mistakes that business owners make.

Learn More