Read this section. Trademark laws allow companies to secure a claim to a specific identifying item, such as a name or design. Think of trademarked items you might be familiar with: those used by restaurant chains, software companies, and mobile phone manufacturers. Trademarks set a company apart from similar companies, and allow consumers to readily identify the company. The US government has adopted a specific regimen of laws to protect trademarks. As you read, note the many identifying categories that can be trademarked, including even the shape of a bottle. Also note what cannot be trademarked under US law. Lastly, be aware of what remedies are available for infringement or dilution of a trademark and the defenses against these claims. Complete the exercises at the end of the section.