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Once you pick your trademark, there’s an association you’re going to have to make. A trademark identifies and distinguishes your goods or your services. And it also shows who’s the source of those goods or services. So you pick your mark, you identify what goods or services you want to be protected. And of course, it advertises to who provides it. For instance, everybody here owns a car. My car is a Mustang. Everybody looks at my car, they see Mustang. They think sports car. They think Ford.