This would be a good time to review the branding protection avenues available to cannabis business owners, and to discuss celebrity branding. Trademark rights are provided on a "first in time" and "highest in right" basis. Anyone using a word, symbol, or device to associate a source of a goods or services in commerce have the beginnings of potentially robust and protectable trademark rights. We call the rights granted from usage, and without any sort of registration, "common law" trademarks.
Any cannabis brand that is using a mark in commerce to sell their cannabis products likely has common law trademark rights in and to the mark in the geographical regions in which they are selling their products. The good thing about this, is trademark law protects a brand's trademark from the date of first use in commerce– even without a registration.
The drawback is that this protection extends only to the areas in which you have actually used your mark. So if you only sell your product within Washington state, a common law trademark would not prohibit someone from using an identical mark to sell their cannabis brand in Oregon. This can create potential confusion, and limit the growth and expansion of your brand to multiple states should your name become popular elsewhere before you expand and reach that new market.
Generally speaking, registering a trademark on the federal level with the USPTO is the best way to protect one's mark nationally, even in areas in which you have not yet sold your product.
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