In the US, trademarks are used to protect brand identifiers such as brand names, logos, slogans etc. The purpose of this system is to prevent consumer confusion, and by extension, protects brand identity and reputation in the marketplace. Potential infringement is evaluated based on likelihood of confusion, whether a reasonable consumer would confuse the source of two competing goods or services.

In US trademark law, two separate companies can legally own identical or nearly identical trademarks, provided their products or services operate in completely different fields and consumers are not likely to be confused logo. A trademark does not grant an absolute monopoly over a word or logo, it only protects within specific commercial contexts.

Some examples of this are: - Dove chocolates and Dove soap - Apple computers and Apple records (the Beatles' record label) - Delta airlines and Delta dental - Gerber baby products and Gerber outdoor gear