Letters to the Editor

Robert A. Monath: Rebranding tips

Virginia Bridges’ excellent Oct. 14 Shop Talk article “ Making a new name for yourself” underscores the important connection between branding and reputation.

As a copyright and trademark attorney, I might add that as part of any rebranding (or for that matter initial branding) process, it is critical for small-business owners to consider a new name and logo from a trademark standpoint. In particular, the name should not infringe the rights of others who have already adopted a similar mark for related goods or services, even potentially in other locales, and especially if the mark is covered by a state or federal trademark registration.

Ideally, a new mark should also be sufficiently distinctive to permit strong enforcement. This should save a lot of woe and yield benefits in the long run.

Robert A. Monath