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Business people, from both start-ups and major multinational corporations, often question the value or reasoning behind the trademark advice they receive from their lawyers. For instance, business people often ask “do we really need to do this?” after being told that extensive trademark searching must be done to find a potential brand name that is legally available. Oftentimes the cost of careful trademark work seems to outweigh its benefits and seems too speculative – too far in the future to really worry about today. Apple's recent experience with the "iPad" mark in China teaches otherwise.

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