What is branding? Branding is an attempt to evoke an image that is retained in the mind of the target audience by use of a memorable symbol or name. Why create a brand? Would Yahoo or Google be where they are today if they chose a generic name like “Best Search Engine”? I don’t think so!
A brand capable of graphic representation can be protected by registering as a trademark or servicemark. A trademark or servicemark can be claimed under common law simply by using a TM or SM with the mark. Greater protection can be had by registering with the U.S Patent & Trademark Office. Upon acceptance of the registration, the brand can be shown with an R in a circle.