Are you thinking about re-branding your business? In the United States, trademark protection follows the concept of “use it or lose it” – when considering re-branding, it is important to remember that “trademark trolls” may be able to claim your intellectual property even if you have a registered trademark. This article in the National Law Review provides a nice summary of these issues. Having a re-branding strategy in place prior to making changes to and/or abandoning existing marks is essential to protecting your valuable intellectual property.