USPTO Trademark Classes Blog Series: Class 35 – Advertising and Business Services

Welcome back to our USPTO Trademark Classes Blog Series, where we break down each trademark class to help businesses properly categorize and protect their brands.

In this installment, we’re covering Trademark Class 35, which includes advertising, marketing, retail, and business services. If your business offers services like e-commerce, brand strategy, business consulting, or retail store management, this class may be the right fit for your trademark.

If you’ve ever asked, “Can I trademark the name of my online store?” or “Does my brand strategy agency fall under Class 35?”, this guide will help clarify whether this classification is appropriate for your brand.

What is Trademark Class 35?

Trademark Class 35 covers a wide range of business-related services, from promotional support to retail operations and general business management. It is one of the most frequently used trademark classes, particularly for service-based businesses and commercial platforms.

Some examples of services that might fall under Trademark Class 35 include:

• Retail and E-Commerce Services: Online stores, brick-and-mortar shops, marketplace platforms

• Advertising and Marketing: Social media marketing, ad creation, influencer services

• Business Consulting: Strategic planning, brand development, business coaching

• Franchise Services: Business development and management for franchises

• Recruiting and Staffing: Employment agency services, job placement

• Administrative Support: Office administration, appointment scheduling, bookkeeping

If your business helps others sell, market, or manage their products or services, or operates a store or online shop, Trademark Class 35 is likely the correct classification.

Why Trademark Class 35 Matters for Your Business

Registering a trademark under Class 35 helps protect your brand in the professional services, marketing, and commerce sectors. Here’s why filing in this class might be important:

1. Prevents brand confusion – Many businesses offer similar services, and a trademark helps distinguish your company in a competitive space.

2. Protects your business name and logo – Especially if you run a service-based company or online store, a registered trademark is key to maintaining your reputation.

3. Builds trust and credibility – Customers and partners are more likely to engage with businesses that have protected branding.

4. Supports future growth – A trademark in Class 35 makes it easier to expand into additional markets, offer new services, or pursue licensing opportunities.

Examples of Trademarks in Class 35

Many well-known service providers and e-commerce brands have trademarks registered under Class 35. Here are a few examples:

• Amazon® – Registered for online retail services and digital commerce platforms

• McKinsey & Company® – Covers business management consulting services

• Fiverr® – Protects freelance marketplace services and advertising support

These brands rely on trademark protection to safeguard their platforms, client services, and business models.

Do You Need a Trademark Search Before Filing in Class 35?

A comprehensive trademark search is highly recommended before applying in Class 35. Since this is one of the most commonly used trademark classes, the risk of conflict with existing trademarks is higher than average.

At Brand Diplomacy, we conduct thorough trademark searches to help ensure that your name is available and protectable. This proactive step can help you avoid costly rebranding later.

How to Determine if Class 35 is Right for Your Trademark

If you’re unsure whether Trademark Class 35 is the correct category for your business, consider the following:

1. Do you run a retail store or online shop?

   • If yes, Class 35 likely applies to your e-commerce or in-person business.

2. Do you offer marketing, advertising, or business consulting services?

   • These services fall squarely within Class 35.

3. Does your business provide operational support or franchising services?

   • Franchise development and business management are covered in this class.

4. Does your service overlap with other industries?

   • In some cases, your services may touch more than one class. For example:

     • Marketing consulting and software tools may also fall under Class 42

     • Educational services such as business coaching workshops could also belong in Class 41

     • Branded merch or clothing for your business may need Class 25

   
   

If your brand spans multiple categories, filing in more than one class may be necessary for full protection.

How Brand Diplomacy Can Help

At Brand Diplomacy, we work with consultants, service providers, retailers, and online businesses to help them secure trademarks that align with their long-term brand strategy.

Whether you're launching a new digital agency, starting an online store, or offering expert business services, we can help you:

• Trademark Search & Clearance – Ensuring your brand name is available before filing.

• Class Selection Guidance – Helping determine if Class 35 is the right choice or if additional classes should be included.

• Application Filing & Management – Handling the USPTO process to maximize approval success.

• Trademark Monitoring & Enforcement – Protecting your trademark from unauthorized use and counterfeits.

If you’re ready to protect your brand in Class 35, contact us today to get started.

What’s Next in Our Trademark Class Series?

Thank you for exploring Trademark Class 35: Advertising and Business Services with us! Up next, we’ll cover Trademark Class 36: Financial and Insurance Services, where we’ll explore trademarks for banks, fintech startups, real estate services, and more.

Stay tuned as we continue guiding you through the USPTO trademark classes, helping you make informed decisions for your brand!