While attorneys with a background in trademark law are often the ones who perform trademark searches, they're not the only ones. Paralegals, marketing professionals, and other brand management personnel who need to manage a brand's global presence or make decisions when naming new products or services, must also go through the process.
Trademark search has historically been a lengthy process, filled with risk and opportunities to make mistakes. For brands with limited resources, the sheer time of expert hours required to effectively execute a trademark search can be incredibly costly.
How Legal Technology is Revolutionizing Trademark Search
The era where trademark search is a labor-intensive process could soon become a thing of the past. Artificial intelligence and technology-assisted algorithms, have the potential to search, rank, and analyze a massive amount of information quickly and with better accuracy than human-guided research efforts.
By using technology-assisted searches to survey the worldwide marketplace, it's possible for individuals without an extensive background in trademark law to search, score, rank, and understand the true risks of the marketplace. Best of all you can have the ability to significantly reduce the time necessary to achieve high-quality results.
Minimizing Mistakes with Search Software
Nobody wants to suffer an infringement action. Searching mistakes made by manual efforts or poor-quality trademark search tools can result in unintentional infringement, which can cost hundreds of thousands in litigation fees and years of effort to defend.
In addition to a high volume of manual work, common mistakes associated with many search software options or manual efforts include:
- Poor quality results that don't inform decision-making
- Incomplete knowledge of the global marketplace
- Failure to mitigate risks because of inaccurate risk assessment
- Incorrectly summarized results because of the result quality
Simple results based on keyword similarity and wildcards aren't enough to protect your organization.