Important Legal Considerations to Evaluate Before Deciding on a Business or Product Name This article aims to help anyone ready to start a new business, brand, or product in deciding a name for their handiwork. With my experience as a trademark attorney, I see visionary entrepreneurs create incredible products or services. Although they fail to take the time to consider the legal implications of settling on a name for their creation. This oversight may lead to receiving a cease and desist letter from the owner of a similar product or service. The other owner may already hold trademark rights in the exact name of their choosing. Very few feelings can