Disloyal price shopping customers who are indifferent to quality.
Branded cup of coffee - 4$
Loyal customers that are not price shppers and tell their friends about you.
WHY EVERY COMPANY SHOULD PROTECT THEIR BRAND?
To get a higher valuation
Most properties can only lose in value, brand value has no upper limit. Investors put importance on company owning intellectual property. Such companies get higher valuations. When determining brand value, registered trademarks are one of three components that are taken into account (ISO 10668:2010).
To safeguard their freedom to operate and reduce business risk
First to file (jargon for protecting a brand) wins. Often it does not matter who used the name first. In most cases conflicts are accidental, but if your rights are not protected and someone protects a similar name, you may have to change your name. If you think of operating internationally, the likelihood of someone having rights to a similar name exist increase. Apple had to pay 60 million USD for IPAD trademark in China. If your brand is not protected, the changes of your local partner registering in its own name is unfortunatly hight.
To save money
Having your rights registered reduces the number of conflicts, and when conflicts arise, make their resolution cheaper and faster.
WHY USE INTELLECTUAL PROPERTY ATTORNEY FOR TRADEMARK WORK?
To save money
Applicants who use trademark attorney face less refusals from intellectual property offices. For example, at European Union Intellectual Property Office (EUIPO) the refusal rate of applications filed without attorney is approximately 50% higher. This is because attorneys can often overcome many obstacles during the process and also because they can advice against filing applications for trademarks that are not protectable in the first place.
To have higher quality applications
Trademark attorneys can and should advice against filing application for marks that are not protectable. They can also assess in each case what kind of trademark to file (word or device) and what are their limitations.
To free resources for more important things
Administering a trademark portfolio is a lot of work. You have to manage deadlines, correspond with foreign attorneys and intellectual property offices, communicate things internally, analyze what to do and when, etc. If all that's not your expertise, it is likely that doing all that is not very efficient and you could spend your time more effectively doing those things that are within your expertise.