A trademark is a distinctive combination of words, phrases, symbols, designs, numerals, logos, drawings, or even sounds or smells that identify and distinguish the source of your goods or services from that of another party, such as a competitor. This can include the “look and feel” of a good or service (this is called trade dress). A trademark cannot be a generic name and typically cannot be merely a descriptive name/phrase. A trademark does not protect an idea or the product/service itself. A trademark is not a trade name, although they can comprise the same text (e.g., Coca-Cola Company sells Coca-Cola soft drinks). A carefully selected trademark can be a very valuable asset. It can generate goodwill and instill confidence in your customers as to the quality and source of your products/services, while reducing competition and preventing copy-cats.