Trademarks can be registered or unregistered. An audit of unregistered marks may suggest it is time for registration. A review of how trademarks are actually used by the company may suggest changes in practice. For example, using marks in a print size no larger than the body copy in advertising may cause the mark to cease functioning as a trademark, as could use of a mark as a noun or a verb. It is no accident that Levis refers to its jeans as "Levi brand jeans". Proper use of symbols designating the proprietary nature of the marks should be ensured. A program to monitor the use by others of similar marks is essential if the company is going to police its assets. A knowing auditor will bring these issues and many more to the attention of the company.
