Innovation Brewing of Sylva filed a trademark application for the company name. A much bigger company Bell's Brewing of Kalamazoo, Michigan, opposed the application. The bigger brewery has claimed that the Innovation name infringed on its unregistered slogans "bottling innovation since 1985" and "inspired brewing." Bell's said in the action that the Innovation Brewing name was "a basis for a likelihood of confusion" by customers between the two companies. Why is the protection of trademarks important to each brewery in this case? Discuss two reasons.