Trademarks

Trademark Infringement & Brand Protection Lawyer - Santa Cruz

Your brand is one of your business's most valuable assets. From your name and logo to your tagline and product packaging, these identifiers distinguish you in the marketplace. When someone else uses them without permission, the damage can be immediate and lasting.



As a Santa Cruz trademark attorney, James C. Eschen helps businesses protect their brand identity, stop infringement, and maintain a competitive edge. Whether you need help registering a mark, defending against an infringement claim, or enforcing your rights against others, we provide practical, business-focused solutions.

Trademark Issues for Businesses

Trademarks-such as names, logos, slogans, and other unique identifiers-are essential for building recognition and trust with customers. We help local businesses in Santa Cruz and Monterey counties protect these assets through preventive measures, registration guidance, and enforcement when disputes arise.



While trademarks are a specialized area of intellectual property law, local businesses often first turn to a trusted local attorney when facing urgent issues. We can directly assist with many trademark matters and, when needed, connect you with specialized counsel while continuing to represent your interests in related disputes.

Trademark Registration Guidance

We can guide you through the federal trademark application process with the U.S. Patent & Trademark Office (USPTO). This includes:

• Conducting preliminary searches to identify potential conflicts
  
• Preparing and filing applications
  
• Responding to Office Actions or refusals
  
• Advising on proper trademark use to maintain rights
  
  

If you're unsure whether your business should register a trademark, we can evaluate your goals and help you decide whether state or federal registration is the right step.

We represent businesses facing:

Name or Logo Copying

A competitor uses branding so similar it confuses customers.

Online Misuse

Another party registers a domain name or social media handle incorporating your brand.

Cease-and-Desist Defense

You receive a letter alleging infringement and need a strong legal response.

Our Trademark Enforcement Services

Trademark enforcement can include:

• Sending cease-and-desist letters to stop unauthorized use
  
• Negotiating settlements, licensing agreements, or coexistence terms
  
• Filing lawsuits for infringement or unfair competition in state or federal court
  
• Seeking injunctions to quickly halt misuse of your brand
  

Local & Federal Scope

While we're based in Santa Cruz, trademark rights extend beyond city or county lines. We represent clients in matters involving out-of-state infringers, coordinate with local counsel when needed, and appear in Northern California federal courts for trademark litigation.

Trademark FAQ

Protect Your Brand Now

Your brand is your reputation. Don't risk losing the identity you've worked hard to build. If you need to protect your trademark or address infringement in Santa Cruz or beyond, we can help you take decisive action.