In this episode of Naming in the AI Age, Ashley Elliott explains how to read a USPTO trademark record using Nike as an example. She clarifies that multiple “Nike” entries represent different filings for various product classes, like clothing, footwear, and digital goods. Each record lists the mark, status, goods and services, owner, and registration details. Clicking into a record reveals more specifics—filing and registration dates, serial numbers, and the goods and services description that defines protection scope. Ashley emphasizes that U.S. trademark rights are based on first use, not first filing, and advises focusing on four elements: status, goods and services, key dates, and owner. Mastering these pages, she notes, is vital for anyone naming or protecting a brand.