slaughterj said:
As I said, it really depends on each set of circumstances. There are plenty of small businesses for which the cost is an issue. There are also plenty of businesses which create a large number of products, and only the most significant warrant the cost and effort of registration. There are plenty of businesses which change names of products, add and drop products, etc. from time to time, for which registration of name would not be of much value. So, to the contrary, registration is not a better option in most situations. Rather, it is simply an option to be weighed for each set of circumstances.
Those are examples of folks who do not care enough to bother asking an attorney about it. Which is why I said, if you care enough to treat the issue as a serious one for a particular product or service, then you should register it. If you don't care much, then don't worry about it and just put a TM next to it. But don't expect it to be well protected. For under $500 you can get a trademark through a company like LegalZoom, so you would really have to care very little to decide against it.
Further, look at the voluminous products at major retailers, and you will see many marked with "TM" rather than (R). They will continue to be so marked years later, indicating that the manufacturers and the retailers (for their own house brands) do not feel registration is warranted, and I'd bet many of them have competent IP lawyers.
You would be surprised I think to realize just how many "major retailers" and manufacturers do not in fact employ an IP lawyer for most things. As a lawyer who has done work for some of those companies, and had to clean up their messes sometimes, I assure you that your assumption that if they are "major" they must be doing the right thing does not often hold true.
For yet another example, look at the perfume business. It is a multi-billion dollar industry, in which product names are very important. However, many perfumes (and their respective names) have a short life cycle (
http://www.marketwatch.com/news/sto...9CDF7BEC9DD7}&dist=&print=true&dist=printTop), which does not warrant the expense and effort of obtaining registered trademarks for many of them, just the ones that are expected to be long-term major products.
Just another example of a situation where it doesn't matter. Like I said when I responded to you, if you care enough about it to take it seriously, then you should register it. That is a situation where they don't care. But those companies won't be suing anyone over trademark infringement for those unregistered names either.
From cases I have worked on, marks have not been registered and damages have occurred, as well as numerous cases I have researched and read.
And you've been an attorney in that field for how long?
It is the advice of this attorney, who has worked on IP matters as an attorney in Los Angeles for about 13 years, that if you care about a product or service name enough to bring the issue up in a serious way, and have a concern that someone could infringe your trademark such that you might want to sue over it some day, you should register the mark.
It is also the experience of this attorney that if you do not register the mark, you should not expect to get damages beyond actual damages, and you should expect to have to prove more to make your case, and you should expect that some attorneys you will go to for representation will reject representation outright because you failed to register it.
You are free, of course, to choose to do otherwise.