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A trademark is a word, phrase, logo or symbol that identifies and distinguishes a product or service from others in the marketplace.

Multiple trademark owners may claim the right to the same term, as long as each owner operates in a different industry. Trademark ownership is location-based, and therefore must be obtained on a country-by-country basis.

In search advertising, it is an unethical practice to use trademark terms that do not belong to the advertiser within a campaign.