Ralph Knight creates a shoe company called Footin', which sells its shoes under that brand name. His company becomes a huge success when he signs an agreement with a legendary basketball player to design and sell a new brand of Footin' shoes called Sky Star. Footin' even creates a jingle to help market and sell the shoes that goes: "My jumps are higher because I'm wearing Stars!" Identify the intellectual property that has been created. What are the most important steps to take to protect this intellectual property? Why are these significant?