Trademark application and registration with the US PTO. These hypothetical questions can be answered relative to the registration procedures under the US PTO office and the Lanham Act. The procedures under the US PTO enumerates the obligations/role of the applicant while the registration is in process. https://www.uspto.gov/trademarks/basics/trademark-process#step1

1. Iris has filed an intent-to-use application for the mark Dog House, which she intends to use to identify her business management services. Iris has not yet rendered such services, but is quickly arranging to launch her business in two to three weeks. Could Iris enforce her Dog House mark against alleged infringers? What if she had rendered services and used the mark in extensive advertising, but had not been granted a registration?

1. Big Foods, Inc. has sold a popular line of maple syrup for 20 years under the mark Tasteful Natural Syrup. The syrup is sold in grocery stores throughout the country, but Big Foods never registered the trademark. Three years ago, Sweet Corp. started selling maple syrup under the trademark Taste Filled Natural Syrup. Sweet Corp. applied for and received a registration for the Taste Filled Natural Syrup mark without opposition from Big Foods. Sweet Corp. now informs Big Foods that it will sue for infringement if Big Foods does not cease and desist from using the Tasteful Natural Syrup mark and Big Foods has made exclusive use of that mark during those 20 years. Which of the competing companies has priority?