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July 21, 2025

Hello Reader,

You might not think of trademarks as a business growth tool, but companies like Target sure do.

In fiscal year 2024, Target filed more trademark applications than any other company in the U.S.—a total of 525, according to the Star Tribune (read the article here).

That’s not a typo. And it wasn’t about chasing trends—it was about protecting their 40+ private-label brands, including heavy-hitters like Cat & Jack (kidswear), Good & Gather (groceries), and Threshold (home goods). In 2024 alone, they launched new brands like Dealworthy and Gigglescape, and even relaunched existing ones like Auden and Up&Up.

Target’s strategy is simple: file early, file often, and protect everything.

And it’s not just Target. Beyoncé, Kanye West, and new sports leagues like the PWHL and TGL Golf were also among the top trademark filers last year.

What This Tells Us:

✅ Smart companies treat trademarks as serious assets​
Target’s private-label brands generate $30 billion annually. That’s not just marketing—it’s brand equity that’s locked in and legally protected.

✅ Trademarks aren’t just for logos​
These filings include names, slogans, logos, packaging designs, and even app features. Anything that builds customer recognition can—and should—be protected.

✅ Filing early protects you later​
By securing rights up front, these companies are avoiding future disputes, blocking competitors, and setting themselves up for brand licensing or expansion.

What’s the takeaway for you?

If you’re building a product, launching a new brand, or even testing a concept, the name matters just as much as the product. You need to protect it—because if Target is filing 525 trademarks in one year, chances are, someone’s already eyeing the same name you’re thinking about.

Keep Your Brand Safe and Protected,​
​

J.J. Lee and the Trademark Lawyer Law Firm Team!

P.S. A trademark doesn’t just protect your name—it builds an asset that can grow in value over time. Want to see what your brand is worth—and how to secure it? Let’s talk.

​trademarklawyerfirm.com​
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