Conclusion

Companies rely on their trademarks to distinguish their goods and services from their competitors. As one of a company's most valuable assets, trademarks represent a firm's brand and reputation. In our global marketplace where technology has allowed various populations to become more interconnected, trademark owners must take into account how their marks will be perceived by a variety of cultures and groups. Trademark attorneys and trademark owners should therefore choose their marks carefully and be mindful of the potential offensiveness of a mark to any number of groups.

. Francine Ward is a San Francisco area business and intellectual property attorney, with a focus on copyright, trademark, publishing, and social media law issues. 

Stephanie Quick is an associate in the Milwaukee office of Foley & Lardner LLP, where she is a member of the intellectual property litigation practice.