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There is always a fine line in running a business. eCommerce businesses take trademark and IP issues very lightly until they are involved in a transaction where business buyers might see them as a risk if their brand assets are not protected. eCommerce merchants take these issues lightly as they don’t understand what’s necessary to protect vs. what may be overkill. So, what does an eCommerce merchant need to know about protecting assets that matter the most during business transactions?

In today's episode, our guest, Paul Rafelson, discusses why trademarks are critical for eCommerce merchants. He also discusses why business buyers are likely to be worried about buying businesses that might not be protected by trademarks. Finally, he discusses other issues, such as protecting brand images and when IP protection might be overkill vs. when it’s absolutely necessary.

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