Trademarks are important intellectual properties upon which consumers learn to rely to identify a source and a standard of quality of the goods or services they purchase. Trademark law exists to protect consumers as well as the reputation, goodwill, and investment of trademark owners.

Trademarks can take a variety of forms.  While a trademark is often thought of as a word, phrase or logo, a trademark can also consist of numbers, symbols, stylized lettering, slogans, shapes, colors, sounds, smells, flavors, or any combination of the foregoing, among various other possibilities such as the appearance or shape of the goods or their packaging.