Trademarks represent an important driver of firm profitability and brand awareness and, as such, are of growing interest to many business students. This article presents an exercise that can be used to introduce both undergraduate and graduate-level business students to the federal trademark registration process, while providing students with first-hand experience undertaking the various steps involved in securing federal trademark protection. Depending on the extent to which the instructor elects to implement the project in class, the exercise enables students to gain experience in: (1) Searching the federal trademark database and assessing the likelihood of trademark registration; (2) Researching the various categories of goods and services for which trademark protection is available; and (3) Preparing a federal trademark application. As a result, it provides students with a comprehensive survey of the trademark application process.