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Online brand names and trademarks are not fully protected by law. Competitors often use underhand tactics to infringe on brand or trademarks.
Trademarks distinguish your brands from your competitor
Look out Google Adwords (GAW) and Yahoo Search Marketing (YSM). A new opportunity for lowering costs, better targeting and better conversions is quickly approaching.
YSM (formerly Overture) has lost Microsoft, a key partner in their search network. MSN use to display YSM ads within MSN search results, but this is no longer the case. To add salt to the wound, their onetime partner is now a competitor. Microsoft