How many trademark applications should I file and for what goods and services? These are two critical questions to any filing strategy, and a close second is how often should I file?

The answer to how many applications to file is the number of marks that you realistically believe consumers will rely on to identify your core goods or services times the number of core goods or services you offer. Once you have this base protection in place, you can expand the filings to secondary goods and services. These filings add to the scope of the protection in the mark.

You should consider filing new applications for the same mark when modernizing the mark. Depending upon what changes are made, it is possible that a new application will be required.

A thoughtful trademark application filing strategy is key to establishing a strong commercial brand.