Building brand loyalty should be a goal of any business. However, before a business can build brand loyalty, it has to have a brand. Before beginning our discussion on branding, let’s spend a moment speaking the same lingo. A brand is usually built around a trademark. A trademark can be a name, a logo, a color or a sound for example, something that inspires a consumer to think about a product originating from a particular business. The Feds won’t let you register a trademark for cannabis on the federal register because of its Schedule I status. However, most states where cannabis is legal will allow businesses to register a trademark on the state registry. Now that we are all using the same lingo, let’s get to the interesting stuff.

Priya Sinha Cloutier is the Co-Founder of Cloutier Ortega. Priya focuses her practice on the procurement and enforcement of domestic and international patents, trademarks and copyrights. Her experience includes various technical areas such as aerospace, hybrid and electrical engines, architecture and construction, medical devices, agriculture, food, and energy systems. Priya is a proud member of the Board of Directors for the National Association of Patent Practitioners.

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