18 St. Mary's L.J. 137 (1986-1987)
A Primer on Trademarks and Service Marks

handle is hein.journals/stmlj18 and id is 153 raw text is: A PRIMER ON TRADEMARKS AND SERVICE MARKS*
LAWRENCE E. EVANS, JR**
I. COMMON TRADEMARK MYTHS ....................... 138
II. TRADEMARKS VERSUS SERVICE MARKS .............. 139
III.  REGISTRATION    .......................................    140
A. Registration of Trademarks ........................ 142
B. Registration of Service Marks ....................... 143
C.   The Difference Between 0 and    M ................... 144
IV. ADVANTAGES TO REGISTRATION ..................... 145
V. SELECTION OF A NEW        TRADEMARK .................. 147
A.   Preliminary  Screen  .................................  147
B. Full Trademark Search ............................ 148
VI. THE RELATIVE STRENGTH OF TRADEMARKS ......... 148
A .  Generic  Term s  .....................................  149
B.  Descriptive  M arks  ..................................  150
C.   Suggestive  M arks ...................................  151
D. Inherently Distinctive Marks (Fanciful and
A rbitrary)  .........................................  152
E.  Special  Cases .......................................   152
VII. How LONG DOES IT TAKE TO REGISTER? ............ 153
A.   State  Registration  ..................................  153
B.  Federal Registration  ................................   154
VIII. PROPER TRADEMARK USAGE ......................... 155
IX.   BUYING AND SELLING TRADEMARKS ................. 155
X. TRADEMARK INFRINGEMENT ......................... 156
XI. REGISTRATION OF FOREIGN TRADEMARKS ........... 161
XII. FINAL ADMONITIONS ................................. 161
* Copyright 1986 Gunn, Lee & Jackson
All Rights Reserved, Reprinted by Permission.
** Partner, Gunn, Lee & Jackson, Houston, Texas (specializing in Patents, Trademarks,
Copyrights and Related Matters); B.A., Washington and Lee University; J.D., South Texas
College of Law; Licensed to Practice Before the United States Patent and Trademark Office.

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