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The “Google” trademark regularly ranks as one of the most valuable trademarks in the world. In 2011, Forbes estimated the trademark’s value at $44B, and a more recent estimate placed the value at $113B. Almost certainly, the “Google” trademark is Google’s single most valuable asset. Recently, Google’s opponents in a court case claimed the trademark had become “generic,” so everyone could freely use it without restriction. Fortunately for Google, the court decisively rejected the challenge, confirming that “Google” remains a valid and protectable trademark.