Trademark owners who want to file their own applications are treading dangerously. It is understandable that in many cases, these trademark owners are companies of a smaller size or they are at an infancy stage. They try to minimize their legal expenses while trying to obtain protection for their trademark. It has to be noted that there is not a single case while applying that is one-size-fits-all when it comes to non attorneys filing their own trademark applications.

There is a strong possibility that if the services of a trademark attorney are not employed, there may be some rejections during the prosecution of the application. This is a process which is not simple. It may not be as tough as the filing of a patent specification but it is sensitive enough when it comes to the protection of an intellectual property like a trademark.

Trademarks take on heavy importance as they are the source of identification of particular goods and services. The trademark owner associates the goods and services with a distinct quality level. If this trademark is not protected capably, there is a dangerous possibility of a situation where inferior quality goods could be distributed under the same name as that of the owner’s. This can result in massive confusion among the consumers in the market.

It is not only essential for the trademark owner to seek the services of a trademark attorney at the time of making out the application but it is also crucial to make sure that the application is filed through such an attorney who has sufficient experience in the trademark prosecution process so that he or she can protect the trademark assets capably. An application that does not meet all the requirements set forth by the Trademark Office may be subject to being declared null and void. It becomes extremely difficult to enforce that application again. Hence, a trademark attorney is crucial in protecting your company’s business cards, brochures and letterheads.