Brand recognition attracts paying customers and increases market access. A registered trademark is an asset by itself that can be worth billions. Google®, Research in Motion (Blackberry)®, Yahoo® and The Body Shop® were unknown small businesses not so long ago. For instance, many family enterprises choose trademark registration as a means to safeguard the family name that has become widely associated with a product or service. A trademark registration protects your domain name and acts as a sword against copycats. In addition, if you want to franchise a business or license a product/service, it pays to have a government granted monopoly upon which you can rely. Franchisees or licensees pay trademark owners for the right to use the name etc. If any or part of your company’s success depends on brands or a name, without a proper intellectual property protection strategy, your company’s existence may be short-lived.