🔶 In most instances, trademark searching is an important first step in any trademark registration or brand launch strategy, as it enables companies to avoid adopting brands that infringe third-party trademark rights. The attempted registration of such names can be costly and time-consuming, as it will invariably result in the other party raising an opposition to the chosen mark. If the opposition occurs after the ‘new’ mark has been put into use, production processes may need to be halted, products recalled, advertising campaigns cancelled, and new branding developed and launched at short notice, all of which have considerable cost implications.