With the marketplace becoming increasingly international in scope and the availability of goods and services on the internet continuing to expand, trade mark owners are perpetually faced with the challenge of monitoring and protecting their brands. Obtaining a trade mark registration and then simply relying on employees to watch for new uses of trade marks by competitors are not sufficient steps to adequately protect a brand. If a brand owner does not diligently monitor the marketplace for potential infringement, by the time the brand owner learns of a third party's infringing use of the mark, the damage caused by such use often has already been done and enforcement options have become limited. Therefore, as a company's business grows, it is important that they develop a comprehensive trade mark protection strategy to safeguard their brand from infringement by third parties and to prevent the dilution of their valuable trade mark rights.