Trademark registration is the first step in a comprehensive strategy to protect your brand and increase profits.
I recently read a trade article regarding the correlation, if any, between trademark registration and protection and an increase in revenue. This particular article focused on virtual worlds and massive multiplayer online gaming (MMO).
This is a market that grew from $2.0 billion in 2009 to $2.6 billion in 2010. After subjecting their data to an independent study it indicated that between the period of 2005 through 2009 there was a sharp increase in the trademark filings for virtual goods, virtual currency and virtual worlds and that those with trademarks covering core virtual brand aspects (i.e., signs, logos, icons or symbols that consumers know them for) show a higher than average revenue per user.
This is particularly true in places like the United States where consumers are more willing to pay for virtual goods, so in these places trademark protection appears to have a more significant impact than in other markets where consumers may not be willing to pay as much.
In conclusion, the study found that those companies with a trademark strategy who operate in this competitive market (that only appears to be becoming more competitive) are best positioned to distinguish from their competition and profit from their brands in the future.