QUESTION: When is the best time to register your Brand name and trademark? Our company is going to launch a mobile app very soon. When is the best time to register a brand name for the app to protect it and is there some kind of intermediate stage like register “Doing Business As”?
ANSWER: Sooner rather than later. In the US, a brand owner can file a trademark application based on an intent to use the brand in the future. Once used, the trademark application can become a registered brand.