BizSugar.com › Legal › Why You Need to Monitor Your Trademarks

For brand owners serious about protecting the value and image of their trademarks, trademark monitoring is an essential task. You can think of trademark monitoring like insurance: you may never need it, but you will sure be glad you have it if you do.
Trademark monitoring is the task of examining the market for illegitimate, unauthorized, and otherwise negative references to a company's trademarks. United States trademark laws actually require brand owners to monitor and police their trademarks in order to retain their exclusive rights, and thus failure to conduct appropriate monitoring and enforcement activities can result in the combination of both negative image and loss of exclusivity.