Name Collision Alert Triage Log

An alert is a starting point, not a verdict. Most runs surface more matches than real conflicts, and the value of a log is that each one gets a considered decision instead of a reaction. The columns below capture the facts that decide priority: how close the name is, where it turned up, what the other party actually sells, and how much that overlaps with your goods, customers, and channels. The last column forces a next step and a date, which is the part most people skip.

Keep one sheet per brand name, or one shared sheet for all of them if your list is short, and add a row the day a match is found rather than at the end of the month. The example rows show the kinds of entries that typically land in each priority bucket; replace them with your own. The article on reading a trademark alert on our blog explains the fields on a USPTO record that feed the match type and goods columns, and our complete guide to brand name monitoring walks through the low, medium, and high triage scale the priority column uses. If a high-priority row starts to look like a forced name change, the Forced Rebrand Cost Estimator in our Tools section puts a number on what is at stake.