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Berkley, Strike King, Rapala, Luhr Jensen, Megabass.. May I keep going? :lol: I'd imagine it would be just like copywriting anything else. There are businesses that can assist in that. 

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You copyright a design, trademark a name or phrase. Like the design on the redeye shad could be copyrighted, bait patented, the name trademarked.  Its easy to trademark something, but then youll have to spend the money to defend it. You could trademark the name "hoolaflipper" for a topwater bait and I can come along and call my topwater the same thing, its up to you to hire a lawyer to come after me to keep me from using it. Not exactly practical unless you are a big name company with millions to lose. 

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