What’s in a name? When it comes to your organization’s name or a new service, the answer is quite a bit, and then some.
In her book “Good Counsel,” Lesley Rosenthal wrote that one of the first things a nonprofit should consider is trademarking the name. The name in question should be able to give the nonprofit the strongest trademark protection possible.
This means potentially ditching a great name if it’s not able to be trademarked.
What names offer the best trademark protection then? Rosenthal lists four hierarchies of names, from the weakest to the strongest:
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