A common practice among local doughnut shops is to generically brand as only "donuts". For some small business owners, this may be viewed as an easy way to get started without worrying about any potential trademark claims. It may also be more affordable to get a generic "donuts" sign in plain red letters vs. creating custom signage.However, with no unique name to differentiate from other donut shops, small business owners are losing out on many associated benefits to branding (including customer connection) as well as the increased value of their asset if they were to have a trademarked name.#DonutShop #DonutBusiness #DonutStores

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