May 22, 2023, Posted by: Adelaide Beaumont

Does adding a word change a trademark?

Understanding Trademarks and Their Importance

A trademark is a recognizable sign, design, or expression that identifies a product or service and distinguishes it from those offered by other entities. This protection allows companies to maintain their brand's identity, ensuring that no one else can use their name, logo, or tagline without permission. This is crucial for businesses because it helps them build a strong brand reputation and consumer trust. A trademark can be a crucial asset for a company, as it can help to protect a brand from imitators and potential confusion in the marketplace.

When a company has a registered trademark, it can legally prevent others from using the same or similar mark for their products and services. This right is essential because it can ensure that consumers are not misled or confused about the origin of a product or service. Additionally, trademarks can be used to build brand recognition and goodwill, which can lead to increased customer loyalty and repeat business.

Adding a Word to an Existing Trademark

It's worth exploring if adding a word to an existing trademark can change it enough to be considered a new trademark. This question is crucial for businesses who may be considering updating their brand or adding new product lines that they want to protect under their existing trademark umbrella.

When a company decides to add a new word to an existing trademark, it can create some legal complications. In some cases, the addition of a word may not be enough to create a new distinct trademark. This is because the original trademark may still be too similar to the modified version, leading to consumer confusion and dilution of the brand. Therefore, businesses considering adding a word to their existing trademark should carefully consider the potential implications and consult with a trademark attorney to ensure they are making the right decision.

Factors Courts Consider When Evaluating Trademark Changes

When determining whether adding a word changes a trademark, courts will typically look at several factors to determine if the new mark is distinct enough from the original. These factors generally include:

1. The similarity between the original and modified marks

The more similar the new mark is to the original, the more likely a court will find that the new mark is not distinct enough to be considered a new trademark. This includes not only the visual appearance of the marks but also the phonetic similarities and the overall commercial impression they create.

2. The strength of the original mark

A court will also consider the strength of the original mark when determining if adding a word changes the trademark. If the original mark is considered "strong" and well-known, it may be more challenging to argue that the addition of a word creates a new, distinct mark.

3. The relatedness of the goods or services

If the goods or services associated with the original mark and the modified mark are closely related, it may be more likely that consumers will be confused by the similarity between the marks. In this case, a court may find that adding a word does not change the trademark significantly enough.

Examples of Successful and Unsuccessful Trademark Changes

There have been instances where adding a word to an existing trademark has been successful, as well as cases where it has not. These examples can be helpful in understanding the factors that courts consider when evaluating trademark changes.

For example, in one case, a restaurant called "The Ivy" successfully registered the trademark "The Ivy Brasserie" when they expanded their business to include a new casual dining concept. In this instance, the addition of the word "Brasserie" was enough to create a new, distinct trademark.

However, in another case, a company called "Total Wine & More" was denied a trademark for "Total Wine & Spirits," as the court found that there was not enough difference between the two marks. In this situation, the addition of the word "Spirits" was not enough to create a new, distinct trademark.

How to Protect a Modified Trademark

If you decide to add a word to your existing trademark, it's essential to take the necessary steps to protect the new mark. This process typically involves:

1. Conducting a trademark search

Before registering your new mark, it's crucial to conduct a thorough trademark search to ensure that the modified mark does not conflict with any existing trademarks. This can help prevent potential legal issues and ensure that you are not infringing on someone else's rights.

2. Registering the new trademark

If your modified mark is distinct enough from your original mark, you should register it with the appropriate trademark office. This will provide you with legal protection for your new mark and help prevent others from using it without your permission.

3. Enforcing your trademark rights

Once your new trademark is registered, it's essential to actively monitor the market and enforce your rights if you discover any potential infringements. This can help maintain the strength of your brand and ensure that your trademark remains protected.


Adding a word to an existing trademark can sometimes create a new, distinct mark, but it is not always guaranteed. Businesses considering this option should carefully evaluate the potential implications and consult with a trademark attorney before proceeding. By taking the necessary steps to protect their modified mark, companies can ensure that their brand remains strong and easily identifiable in the marketplace.


Adelaide Beaumont

Adelaide Beaumont

I'm Adelaide Beaumont and I'm passionate about health care. I'm currently studying to become a nurse, and I'm looking forward to helping people in any way I can. In my free time, I like to volunteer at local hospitals and nursing homes.

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