A trademark is a brand name. A trademark or service mark includes any word, name, symbol, device, or any combination, used or intended to be used to identify and distinguish the goods/services of one seller or provider from those of others, and to indicate the source of the goods/services.
What are the benefits of registering a trademark? Federal registration provides several advantages, including giving you a legal presumption of ownership and exclusive rights to use the mark nationwide in connection with your goods or services. It also gives you the right to bring a federal suit against anyone who may be infringing on your mark, and allows you to use the coveted ® symbol.
What can you trademark? A name, such as your company's name or a line of products. A logo or other symbol or design used to create brand recognition. A slogan or other phrase used in connection with your brand.
What can't you trademark? A creative work such as a book, film, song, or theatrical performance is generally protected by a copyright. An invention, mechanical device, business method, or process is generally protected by a utility patent. An idea itself can't be protected, though it may be eligible for a copyright or patent once it's manifest in tangible form.