Jonathan Berger

Saturday, May 22, 2021, 3:00:00 PM UTC

Trademarking Your Brand

This presentation focuses on the relationship between branding, brands and marks.  The presentation then focuses on picking good marks.  Branding is basically the process of creating a relationship between a company, its products or services and the customer.  Effective branding helps companies differentiate themselves from their competitors and build loyal customer bases. The goal of a brand is to provide an easy way for consumers to recognize and remember the name through the use of names, words, logos, or designs. A trademark provides legal protection to those components of your brand that are unique and specific to your business. Selecting a mark is an important business decision.  A strong mark helps secure your brand’s presence in the marketplace and helps differentiate your business from your competitors’ businesses. A strong mark also helps prevent others from registering marks that are confusingly similar to your mark. On the other hand, a problematic trademark may lead to legal problems and impair your marketing and promotional efforts.  That is why it is important to select a strong mark.


Jonathan Berger represents small start-up businesses as well as corporations in intellectual property and business-related matters. Jonathan is of counsel to Besnoy Law P.C. which specializes in data privacy, data security, business law and intellectual property law. He is also of counsel to Gitlin, Horn and Van de Kieft LLP, which specializes in employment discrimination, personal injury and commercial litigation.

Jonathan served as an Assistant District Attorney in the Special Prosecutions Bureau and the Money Laundering and Tax Crimes Unit of the New York County District Attorney's Office. He was responsible for investigating and prosecuting financial crimes, including white collar, computer and tax related crimes. Jonathan tried numerous cases to verdict.

Jonathan graduated with a B.A. from Carnegie Mellon University; he received his J.D. from Benjamin N. Cardozo School of Law in 1999 and is admitted to practice in New York and in Connecticut.