Book DescriptionThe Sarbanes-Oxley Act of 2002 was signed into law on July 30, 2002. Although vastly complex, the legislation has a fairly simple aim, namely, to reform a number of business and accounting practices that significantly distorted the economic performance of Enron and WorldCom to the detriment of their investors. Corporate America is now spending millions of dollars complying with the requirements of Sarbanes-Oxley. The prevention of consumer confusion as to either source of origin or sponsorship has historically been viewed as trademarks' primary raison d'etre. However, trademarks afford their owners far more than just the legal right stop newcomers from using similar marks in ways that are likely to cause confusion. Competitors constantly challenge customer loyalty and trademarks are often the only way to effectively meet this challenge. No longer seen simply as a legal right to exclude newcomers, trademarks are increasingly viewed as valuable intangible...

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