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I am writing an email announcement to my company's customer base, and I will be using a trademarked product name several times throughout the email. It seems awkward to use the TM every time I write the product name - is it acceptable to just do this the first time?

Example:

"Hello everyone! I am happy to announce some new features for JetboxTM. Now you can do X, Y and Z. Jetbox will also do your laundry, compliment your appearance, and get you free concert tickets. Try Jetbox today!"

vs.

"Hello everyone! I am happy to announce some new features for JetboxTM. Now you can do X, Y and Z. JetboxTM will also do your laundry, compliment your appearance, and get you free concert tickets. Try JetboxTM today!"

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You should consider this as an alternative: It preserves the consistency of the trademark yet avoids the intrusiveness of the big TM. –  Christopher Rayl Sep 30 '11 at 23:43
    
I agree, thanks - I just couldn't figure out how to apply superscript to this post. My question though, is about whether or not I have to use the tm every time, or if I can just use it once. –  TatiLati Sep 30 '11 at 23:52
    
@TatiLati: You're not legally or grammatically required to use it at all. If someone else already has "Jetbox" in use or registered, they might give you a hard time for using that name. But it's up to you whether you announce your claim/ownership using ™ or not, and if so how often in any given context. –  FumbleFingers Oct 1 '11 at 0:05
    
The small TM on my post is actually a unicode character, not superscript, so you can just copy and paste it from my post. –  Christopher Rayl Oct 1 '11 at 1:21
    
Would this question be a better fit on Writers.SE? –  Monica Cellio Oct 27 '11 at 22:21
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2 Answers 2

From A Guide to Proper Trademark Use for Media, Internet and Publishing Professionals (pdf), a publication of the International Trademark Association:

Generally, demarcation is not necessary for every occurrence of a trademark or service mark in an article, press release, advertisement or on a website, etc; however, at a minimum, this identification should occur at least once in each piece, either the first time the mark is used or with the most prominent use of the mark. When in doubt, err on the side of “over-marking.”

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"TM" should be used once, with marks for which trademarks have been applied for and not approved.

"®" should be used (once) for registered trademarks.

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