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A word, phrase, logo, graphic symbol, or other device that is used to identify the source of a product or service and to distinguish it from competitors. Some examples of trademarks are Ford (cars and trucks), Betty Crocker (food products), and Microsoft (software). For all practical purposes, a service mark is the same as a trademarkexcept that trademarks promote products while service marks promote services. Some familiar service marks include McDonalds (food services), FedEx (delivery services), and Fidelity (financial services).