Originally published in The Real Estate Finance Journal, Spring 2004
Developing a planned community or resort isn’t exactly a walk in the park. As a developer, you spend a great deal of time, energy, and money on locating and purchasing the right property, obtaining all the governmental approvals, lining up financing, and designing and planning the community.
But other important issues demand your attention: What’s the name of your new community (which we’ll call NewTown)? Can you protect NewTown as an enforceable trademark? Should you federally register NewTown as a trademark?
Selecting Community Name
One cardinal rule should guide your efforts when selecting a name for NewTown: All trademarks are not created equal....
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