Proper use of a trademark is necessary to maintain its protectable interest.  Marks that are improperly used are subject to claims of genericide and other attacks.

To use a mark properly, the trademark owner should: (1) always use the mark as an adjective of the underlying product rather than as a noun, as in "people prefer CLUB HOUSE brand steaks" rather than "people prefer CLUB HOUSE;" (2) Italicize, underline, capitalize or boldface the mark when it appears in text, in order to set it out from the generic word for the product (3) affix the mark to the goods or services; (3) provide proper notice of trademark rights.