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chapter 19 renewing registration once a strong and protected brand is built another key to maintaining this status is proper and timely renewal of trademark registrations trademark registrations can last forever if properly renewed and if the mark is still in use this is just one manner in which trademarks differ from both copyrights and patents which each have expiration dates so as not to stifle creativity and innovation by others in perpetuity but the trademark registrations must be renewed at the correct intervals and it is critical to docket the deadlines and to properly file for renewal when the time is appropriate as weve discussed previously a brand owner has a common law right in a trademark even without a registration but the benefits and value of a registration are docHub particularly against actual or potential infringers if a registration is cancelled due to a failure to renew there is no guarantee that it can be re-registered as we will see even if the trademark is
