Trademarks are put in place to protect the following: words, names, symbols, sounds, or colors that distinguish specific goods and or services. Unlike patents, trademarks can be renewed indefinitely. This endless renewal system only works if the trademarks are continually being used in business. It is very important to pay attention to trademark names. You must develop two names, when naming an invention. The first name is the generic name and the second name is the brand or trademark name. Trademarks are registered with the United States Patent and Trademark Office. The two primary types of marks this office deals with are trademarks and service marks. You can apply for a trademark by yourself. However, you must make sure to comply with the requirements and procedures that come with the territory. Trademark registration is not an easy process, and therefore you may want to consider hiring a lawyer first. A lawyer, who is experienced in this area, can be easily found at your local bar association, online or in a phone book.