Conducting a trademark search is strictly a preventative study, clearing out potentially expensive and damaging conflicts that could arise if similar marks are already in use.

There are multiple factors in determining wether a mark might be contested, some common causes:

• the proposed mark resembles a mark already registered with the USPTO;

• is similar in name;

• the goods or services are likely to cause confusion;

• both marks share the same customer base;

It all comes down to whether or not there might be a likelihood of customer confusion between the marks.