Why a Trademark Grows Stronger With Age
The stronger a market and the older your trademark gets, the more robust your business becomes. It is not just registration that matters. You should also use it in the market. The name or logo must be written or put on your website and over your products. Your mark must be in the advertisements, because the older you become in the market, the more power you have in your work.
One of my trademarks had two words similar to Oscar Academy, and since the name of Oscar Academy is Academy Awards, they sued me. I would spend time and energy without giving up too soon if it was anyone but them. However, I knew I would get nowhere fighting these people, because the Academy Awards has been a trademark for decades. According to the United States Patent and Trademark Office, my trademark was OK and there was no legal problem about it; but even when your trademark is legally right, an old and aged brand puts pressure on you, saying they have been in the market for years and you are a newcomer trying to exploit them. Of course, they have to be able to prove that you are taking advantage of their trademark. If they can, you'll lose the trademark and you also have to pay fines. That's why I put up with them. I set some conditions and they agreed. They had no intention of a legal case; they were simply trying to protect their own trademark, its value and history.
That's how interesting aging is. If you have a corporation, as your first move you should turn the corporation name, the names of the products, your advertising slogan and everything else which is vital for you into a trademark. The older your trademark becomes, the more you use it, the more valuable it gets, and the value of your corporation increases too.