Do you place an apostrophe to create a possessive after a trademarked name?
I’m sure a few of you are thinking, “who the heck gives a crud about this kind of stuff?”
This is one of the few instances when intellectual property attorneys and marketers share common ground.
IP lawyers say that trademarked names act as adjectives to a product and, therefore, cannot be made possessive. If a trademarked name is treated as a noun, the trademark could be rendered useless.
Branding aficionados and writers agree: don’t dilute the brand. And putting an apostrophe after a registration mark or trademark just looks weird.
So don’t write:
“LinkedIn®’s professional networking site is outpacing other job board sites.”
“Professional networking site LinkedIn® is outpacing other job board sites.”