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Before you choose a particular trademark for your goods or services, it is best to conduct a trademark search to ensure that it is not being used already – this will ensure that you are not infringing someone else’s trademark reduce risks of a costly trademark infringement lawsuit. If you use a protected trademark, not only might you have to discontinue using the mark – and lose all the goodwill you have gained with it – but you could be liable for hefty lawsuit damages and attorneys’ fees. You can conduct trademark searches through Thomson and Thomson or the United States Patent and Trademark Office online. You may also use a professional firm to conduct a trademark search, such as Trademark Express.

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