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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.