BizSugar.com › Legal › What Small Business Owners can Learn from Big-Time College Athletics About Trademarks

In adopting trademarks and logos for their products and services, small business owners need to be careful to avoid creating confusion with pre-existing brands in the marketplace. Trademarks that are "confusingly similar" to pre-existing trademarks cannot be protected, and may expose the small business to liability for trademark infringement. A recent dispute between two big-name colleges provides important insight on this issue for small business owners.