If you wish to protect your product as a trademark, you should choose an appropriate name—and keep a wary eye on the market. This is where research and careful considerations can prevent nasty surprises. For example, the name should be concise and easy to pronounce, and fit the respective product, however, without directly describing it. Depending on where you want to use the trademark, cultural and linguistic aspects also have to be taken into account. The characters of other languages also have to be considered. In addition, you should ensure that your brand name does not overlap with the scope of protection of older rights holders, which may lead to you receiving a formal warning. In the worst case, you risk having to discontinue using the new name completely. The domain can be a first indicator: If it is still free, you should reserve it early on, in order to give you the option of setting up an online presence. Special databases can be searched for identical names. However, although the market now has dozens of such search tools, not all of them provide the same, reliable results. That is why it is advisable to consult experts like us at an early stage. We’ll keep an eye not only on your competition, but also on the entire portfolio of your company, and will provide you with important impulses for finding the right brand name.