As stated above, trademarks can be the most important asset of a company as they are its main goodwill. In fact, the best way to maintain a trademark is to use it. When properly used and maintained, trademarks can last forever. Some countries like the Philippines require trademark owners to provide evidence of use upon filing, registration and renewal of their marks. Failing this, the registration will be deemed abandoned. Furthermore, in most jurisdictions, third-parties can request for cancellation of a mark if it has not been used for a period of three or five years. It is therefore critical to keep records of the use of the marks to avoid its cancellation. Finally, it is strongly recommended to keep details of the marks and designs (such as the applicant’s name and address) updated at all times and to record assignments or licenses of the marks in a timely manner to avoid unnecessary complications.