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is legally protected
(or some combination of the three). A trademark identifies one seller's product and thus differentiates it from products of other sellers. A trademark also aids in promotion and helps protect the seller from imitations. A trademark may be eligible for registration, as it is in the United States through the Patent and Trademark Office of the Department of Commerce (where ). A
obtains additional protection, mainly exclusive use, but special efforts are necessary to keep the registration and the exclusive use. (A registered trademark is noted by the symbol ®; trademarks not officially registered can instead be marked with the trademark symbol (TM) or the
Lanham Trademark Act (1946)
American Marketing Association.
Dictionary of Marketing Communications.
Sage Publications (2004).
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