Comment by nickthenerd

I think its important to understand what you are also getting into with a trademark. They mention:

    actively asserted and defended in order to have legal meaning.

This is a critical piece of owning a trademark. It must be defended which means that you have to issue cease and desist letters, normally engaging an attorney to do so, or else you risk losing your trademark altogether or it becoming genericized, i.e. 'Kleenex': https://en.wikipedia.org/wiki/Generic_trademark