Trademarks are valuable corporate assets and, in some cases, represent a significant percentage of a company's worth. For instance, Brand Finance, a consulting agency specializing in brand valuation, reports that brands such as Nike, Sony, Barclays and Avon represent more than 50 percent of their respective company's total enterprise assets—Avon's brand being valued at 78 percent.

To further illustrate the value of a strong trademark, consider that in 2009, Systemax Inc. purchased Circuit City's trademark and website for $14 million in a bankruptcy auction. In order to preserve the value of a company's trademark, vigilant policing against infringement and misuse is critical. Indeed, a mark may be deemed abandoned if infringement becomes prevalent and unchecked.

Companies should develop an enforcement policy that effectively polices the relevant marketplace, flags infringements and prioritizes them with a goal of preventing consumer confusion and loss of distinctiveness. All of this should be done while not squandering time and resources on potential infringements that do not adversely affect a company's reputation or revenue.