Should companies trademark their slogan?

24 October, 2018

If you’re investing heavily in a marketing campaign, you might consider registering the slogan. Short catch phrases or sayings that are sold as part of merchandise (like shirts or hats) can also be registered. The same rules apply to slogans as to registering a company name. Namely, the slogan should be inherently distinctive and creative or have developed a secondary meaning. In other words, “world’s best cat food” probably can’t be trademarked unless that saying has become so famous that most consumers associate it with a certain cat food brand.