Every business spends loads of resources educating customers on the value of its products, building brand loyalty, addressing customer issues, and distinguishing itself from its competitors. The point of all this effort is to build up goodwill and customer loyalty, which invariably lead to a long-lasting and profitable business. No matter the particular industry, that hard-earned goodwill and customer loyalty has a lot of value. Your trademark, by definition, is an embodiment of your goodwill. Therefore, a distinctive, properly protected, and well-managed trademark is often a company’s most valuable asset (according to Forbes, Google’s trademark is worth $44.3 billion dollars). Your trademark strategy always has a direct impact on your bottom line, and in many cases, the strength of your trademark strategy can lead your company down the road to success or failure.