A trademark is one aspect of a business’s “brand,” or how people distinguish the products of one business from those of another.  A trademark is generally a name or logo, which can consist of one or more letters, words, symbols, figures, or marks.  A service mark is essentially the same as a trademark; however it is used when selling services as opposed to goods.  It is also important to understand that a trade name, although similar to a trademark, is only used to represent the name of the organization and does not carry the same statutory protections as a trademark.  For example Coca-Cola® is a trademark of the beverage and Coca-Cola Enterprises, Inc. is the trade name of the organization.