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Your trademarks are likely the most vital assets your business will ever own. Consequently, your understanding of how to effectively adopt a trademark which distinguishes you from the competition is essential to the development and future goodwill of your brand. An inadequate trademark adoption process can embroil your company in contentious and protracted legal disputes, impede your marketing efforts, and interfere with licensing and expansion efforts. While there are no hard-and-fast rules of what constitutes successful trademark adoption, below are some useful guidelines to aid in your selection. The two most important steps in adopting a trademark are: (1) creating a list of potential ma