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The principle of consistency advises us to:
Trademark Dilution
The lessening of the distinctive quality of a trademark due to unauthorized use.
Customer Confusion
Uncertainty experienced by consumers, often due to similar branding or products, potentially leading to mistaken identity of businesses or items.
Trademark Registration
The process of legally securing exclusive rights to use a distinctive sign, design, or expression representing products or services to the registering authority.
Secondary Meaning
The association of a trademark with a particular product or service in the minds of the consuming public, distinguishing it from its literal or primary meaning.
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