Trademark law consists of the legal rules by which businesses protect the names, logos, and other commercial signifiers used to identify their products and services. One of the principal goals of trademark law is to prevent consumers from being confused in the marketplace. Another goal is to prevent a business from trading off another business’s good will. (Good will is that mysterious factor by which consumers associate certain standards with a company). In this section we help you get started in the world of trademarks with the basic principles of choosing a trademark.