A US trademark lawyer in New Hampshire was the driving force behind this for topkayakerDOTcom.

It was require to issue a trademark.

The trademark name had to be somewhere in the text of every page.

All I know is the attorney said just having the URL matching did not suffice, but doing it as we did complied with the law as was interpreted by the lawyer.

I thought it odd that not R, TM or C was required, but was told it was not.

To me, it seemed like a good idea regardless. It keeps your name in front of the customer.