Trademarks may be registered in the United States (both federal and state) and in foreign countries. Generally, application may be made well in advance of any use of the mark, so it is advisable to file an application early. Many pitfalls of the trademark process may be avoided by early counseling, particularly by supervising the initial use of a mark and timely filing of a trademark application. Foreign applications may be based upon a United States application, if filed within six months of the United States filing date. Working with associates in over one-hundred foreign countries, world-wide protection can be obtained. Conflicting marks may be canceled or opposed by administrative proceedings.

Where a trademark application may prematurely suggest the direction a company is taking or the details of a new product or service, sophisticated precautions need to be taken to preserve such trade secrets until the public “roll out.”