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A Comprehensive Guide to Conducting a Trademark Audit

Lindokuhle Mkhize

Lindokuhle Mkhize

07 November 20234 min read

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trademark audit

Managing a trademark portfolio is challenging, especially when considering the legal requirements. So, how can you ensure that your brand's trademark portfolio remains protected? Enter the world of trademark audits.

The importance of a trademark audit

A trademark audit ensures compliance with the United States Patent and Trademark Office (USPTO). Compliance protects your brand's trademarks. The Post Registration Proof of Use Audit Program is crucial to this procedure. This program assists with the trademark registration's accuracy and integrity. 

During the audit, service mark registrations may be subject to cancellation. This only applies if you fail to respond to a trademark office action or pay the applicable fees.

The benefits of regular trademark audits include the following:

  • Maintaining your brand's trademark portfolio
  • Ensuring correct trademark use
  • Spotting any potential conflicts or vulnerabilities in your trademark protection

This proactive approach will save you time, money, and potential legal disputes in the long run.

The critical components of a trademark audit

A successful trademark audit consists of three main components:

  • Reviewing current registrations
  • Identifying potential conflicts
  • Assessing proper use of trademarks in commerce

A detailed examination of these guidelines upholds your trademark portfolio. An accurate audit ensures solid brand protection.

Failing to comply with these requirements can lead to severe consequences, such as:

  • The cancellation of your registration
  • The weakening of your brand's trademark protection

*Note: Not all trademarks are subject to the same risks. For instance, if a trademark becomes generic, it loses its eligibility for registration and can be freely used by anyone. Additionally, improper use of registration leads to a weaker stance in litigation. If you're planning on opposing or canceling a trademark, it's best to avoid this. 

Reviewing current registrations

An essential part of a trademark audit is the review of current registrations, including their registration date. One way is obtaining a list of current trademark registrations through Trademarkia

During the review process of your trademark application, it's super important to keep an eye out for any mistakes, such as:

  • Incorrect ownership info
  • The possibility of confusion with other trademarks
  • Minor errors in spelling or grammar

Suppose you come across anything that needs to be clarified or clarified. In that case, contacting a trademark attorney or specialist is a good idea. They can lend their expertise and help you spot any variations or omissions in your trademark registrations. They'll make sure you're covered and everything is in order.

Identifying potential conflicts

Identifying potential clashes with other trademarks forms another part of a trademark audit. These conflicts may arise in the form of:

You can avoid infringement issues and costly legal disputes by addressing potential conflicts.

Resources such as the USPTO's TESS can be used to check potential trademark conflicts. 

Addressing these conflicts may involve:

  • Trademark infringement lawsuits
  • Refusal of trademark registration
  • Ensuring compliance with intellectual property laws

Assessing proper use of trademarks in commerce

Trademark audits play a key role in ensuring correct usage of trademarks in commerce. Meeting legal requirements, such as providing proof of use, is crucial to avoid second-office actions.

Remember, you have six months to respond to an office action, as missing this deadline can lead to cancellation of the registration. Proper usage of trademarks fulfills legal obligations but also strengthens brand protection. Analyzing your trademark usage and making the necessary adjustments helps maintain brand success.

Issues identified during a trademark audit

Address issues promptly found during a trademark audit to maintain brand strength. 

Addressing conflicts identified during a trademark audit may involve:

  • Contacting the other party involved
  • Sending a cease-and-desist letter
  • Providing relevant evidence to support your position
  • Seeking legal advice
  • Exploring alternative dispute resolution methods such as negotiation or mediation

Dealing with potential infringement issues generally involves:

  • Collecting evidence
  • Assessing the possibility of confusion
  • Consulting with legal counsel
  • Sending a cease and desist letter
  • Negotiating a resolution
  • Consider legal action if necessary

Addressing trademark audit issues ensures brand protection and resilience.

Collaborating with a trademark attorney

Working with a trademark attorney during the audit process offers:

  • Valuable guidance
  • Expertise
  • Help in tackling emerging issues or concerns

A trademark attorney can:

  • Assess the audit findings
  • Formulate a strategy
  • Converse with the client
  • Draft and submit the necessary documents
  • Track progress
  • Offer continuous guidance

Close collaboration with a trademark attorney ensures an effective trademark audit. Another benefit of an effective audit is maintaining the strength of your trademark portfolio.


What is a trademark audit?

In order to maintain a trustworthy representation of trademarks in use in commerce, the USPTO's Trademark Post Registration Audit Pilot Program randomly audits registrations with required maintenance filings to see if the owner has kept using the trademark on the goods or services specified in the registration.

How do you verify a trademark?

You can use the Public Search Facility of the USPTO, a Patent and Trademark Resource Center, or the Trademark Electronic Search System (TESS) to identify already-registered trademarks to verify a trademark. An experienced trademark lawyer might be consulted for more assistance.

How do you prove trademark use?

Photographs of the mark on a hangtag or label attached to the goods, as well as hangtags or labels bearing the mark, the generic name of the goods, and other pertinent information, should be produced to verify trademark use.

Can I do a trademark search myself?

Yes, you can conduct your own trademark search using Trademarkia's free trademark search tool.

How often should I conduct a trademark audit?

Experts recommend conducting a trademark audit annually or whenever acquiring an existing trademark portfolio.

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Lindokuhle Mkhize, a skilled creative copywriter and content lead at Trademarkia, brings a wealth of experience in driving innovation and managing teams. With previous success in starting and growing the Innovation and Marketing department at her former creative agency, Lindokuhle boasts expertise in leadership and delivering compelling content. Based in South Africa, Lindokuhle's work focuses on key themes of creativity, effective communication, and strategic marketing.