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part two the trademark registration process in part two were going to dig into all of the elements of the trademark registration process a bold brand begins with a great name as weve discussed a bold brand should also feature the maximum trademark protection available which means seeking registration of the brand name logo and slogan with the u.s patent trademark office or uspto a federal agency that is part of the department of commerce their website is at uspto.gov the application process can be long and fraught with challenges but the rewards are plentiful and provide powerful deterrence to would-be copycats registration provides tremendous value for brand owners as it not only reduces the likelihood of a trademark dispute or preventive insurance but it also provides the owner with a stronger position in the event of a trademark dispute or contingent insurance in short after choosing a creative name there is nothing you can do for your brand that provides more protection than obta