The real question is whether you should register your trademark. Getting a trademark is easy. Under the common law, you get trademark rights simply by using the mark in commerce. If you sell Kung Fu cookies, then you have a trademark rights for the trademark Kung Fu for selling cookies (unless someone else started doing it first).
The USPTO provides a nice summary of when you should register your trademark. If you are selling a product only locally (e.g., you have a cookie store) then you could consider registering your trademark with your state for similar benefits.
You are correct in that a trademark is not as useful to a poor company. Even if you have a registered trademark you still need to pay lawyers to enforce it for you.