Earn Your Leisure Podcast: Trademark Renewal Process – Key Information from Trademark Attorney Rosezena Pierce

Hosts: Rashad Bilal & Troy Millings (iHeartPodcasts)
Guest: Rosezena Pierce, Trademark Attorney
Release Date: April 1, 2026

Episode Overview

This episode of Earn Your Leisure dives deep into the intricacies of the trademark renewal and maintenance process, featuring expert insights from trademark attorney Rosezena Pierce. The discussion explores the timeline for trademark renewals, the pitfalls of renewal scams, the difference between trademarks and service marks, and the nuances (and costs) of international trademarking. Rosezena also compares DIY and attorney-led processes, emphasizing the value of legal counsel and strategic relationship-building for brand protection.

Key Discussion Points and Insights

1. Trademark Renewal Basics & Timelines

• Frequency of Renewal
  • Trademarks aren’t renewed annually like corporate filings.
  • Required maintenance filings:
    • Between the 5th and 6th year after registration
    • Between the 9th and 10th year
    • Every 10 years thereafter
      (“A trademark will last as long as you use it. You will not lose it. But you do have to keep up the registration maintenance.” – Rosezena, 04:01)
• Show Ongoing Use
  • Owners must prove continued use of the trademarked mark/logo, e.g., Coca-Cola showcasing their original logo for over a century.
    (“Every 10 years Coca Cola have to show that they’re still using that same logo in order to keep that historically marked trademark.” – Rosezena, 03:30)

2. Avoiding Common Scam Risks

• Public Records Invite Spam
  • USPTO records are public, leading to increased unsolicited offers and scam attempts after filing.
• Government Will Not Contact Directly
  • “The government will never contact you. They’re going to contact your attorney, right? But the spammers and the scammers, they'll send you saying you got to maintain your registration at year four…” (04:14)
• Phone Scams – A New Issue
  • As of November 2023, phone scams impersonating government officials demanding immediate payment have increased.
  • Advice: "Do not fall for the scam. Hang up automatically and tell them, you'll contact the USPTO directly. A government official from the USPTO would never demand you pay them over the phone." (Rosezena, 04:58)

3. Understanding Service Marks vs. Trademarks

• Service marks and trademarks function identically; difference is that service marks refer to services, whereas trademarks refer to products.
  • “It’s just a word you can use interchangeably with a trademark. So you can say, I have a service mark or a trademark. It doesn’t matter.” – Rosezena, 05:24

4. International Trademark Considerations

• Complex, Costly, and Region-dependent
  • International protection isn’t automatic; it requires separate filings in each country.
  • U.S. is part of the Madrid Protocol (treaty with ~80 countries); you can apply in multiple countries via this system but must pay each country’s fees.
  • Local Counsel is Key: “I don’t recommend [using Madrid Protocol only] ... Each country has their own laws, they have their own different processes ... we want someone local of the land so that they can guide us and counsel us.” (06:53-07:35)
• Cost Differences
  • Local exchange rates can make some international applications surprisingly affordable.

5. Trademark Costs and Categorization

• Filing Fees:
  • Government filing: $250–$425 per class.
  • Law firm fees vary; Rosezena’s firm charges $1,500 for one class (filing, classification, legal research included); $1,000 extra per additional class. (“We charge $1,500 to trademark a mark. That includes the filing, that includes the class, and that includes us doing the research class.” – Rosezena, 07:50)
• Class Examples:
  • “Education and entertainment” often grouped under Class 41, covering coaching, events, podcasts, etc.

6. DIY Filings vs. Attorney-Managed Process

• Self-Serve Services
  • Online platforms (like LegalZoom) do not provide real legal counsel. Only transfer user inputs to official forms.
  • “They’re not going to offer you legal counsel and advisement... I tell them the value is in a relationship.” (09:34)
• Attorney Value
  • Better strategic guidance, holistic trademark protection, and ongoing counsel — akin to having a CPA versus filing taxes yourself.
  • “My client’s success is my success... With those type of companies, you’re filling out that paperwork... But again, like I just said, I have clients come to me ... it’s the custom made, like, it’s not this cookie cutter service.” (09:41–10:45)

Notable Quotes & Memorable Moments

• On Ongoing Trademark Use:
  “A trademark will last as long as you use it. You will not lose it. But you do have to keep up the registration maintenance...”
  — Rosezena, 04:01

• On Trademark Scams:
  “A government official from the USPTO would never demand you pay them over the phone. You have to pay your fees through the website.”
  — Rosezena, 05:10

• On the International Process:
  “We want someone local of the land so that they can guide us and counsel us ... I wouldn’t be a good attorney if I say, yeah, let’s just put it through the system ... We need counsel and advisement from that region to help us with that.”
  — Rosezena, 07:31

• On Attorney versus DIY Platforms:
  “The value is in a relationship. You know, I run a law firm, right? I care about my clients. My client’s success is my success ... it’s the custom made ... it’s not this cookie cutter service.”
  — Rosezena, 09:34–10:45

Important Timestamps

• [02:26] – Introduction to trademark renewals and common confusions
• [03:30] – Real-world example: Coca-Cola’s historical trademark renewals
• [04:14] – Scams targeting trademark owners; why attorney representation matters
• [05:24] – Difference (or lack thereof) between service marks and trademarks
• [06:13] – Global branding and international trademark requirements
• [07:50] – Concrete costs for filing domestic and international trademarks
• [09:34] – Evaluating LegalZoom/DYI options versus attorney relationships

Summary & Takeaways

This episode clearly outlines the significance of proactive trademark maintenance—when and why to renew, how to stay scam-aware, and what’s at stake globally for expanding brands. Rosezena Pierce emphasizes the value of professional counsel for both domestic and international protections, distinguishing between seemingly simple paperwork and truly strategic brand stewardship. Listeners leave with actionable knowledge for tactical trademark management and the confidence to avoid costly pitfalls.