Do you trademark your brand / app name / business?
jakestein: I just went through the trademark process with my business.  If you use the abbreviated form the filing fee is $275.  http://www.uspto.gov/web/offices/ac/qs/ope/fee2009january01_...Costs beyond that are lawyer's time for doing a trademark search and filing the paperwork. I used a lawyer (and ended up spending about $1,200 including filing fees), but you can also file it yourself if money is tight.I think it's definitely worthwhile.  The odds of having to make use of your trademark are low, but having the trademark is extremely valuable if someone comes out with a similar product or service with a similar name.