Add a useful section on on trademark attribution to ensure people can more easily find it

Per today's project meeting:
    <http://meetings.jenkins-ci.org/jenkins-meeting/2017/jenkins-meeting.2017-03-15-18.00.html>

content/project/governance.adoc

@@ -4,6 +4,8 @@ title:  Project Governance Document
 section: project
 ---
 
+:sectanchors:
+
 == Who we are
 
 The Jenkins project as a community revolves around Jenkins as a piece of software. We are a group of open-source developers and users who develop, use, promote Jenkins, software around Jenkins, and other related activities for our mutual benefit.
@@ -90,7 +92,13 @@ We encourage plugins to follow the same 3rd party license policy as the core. Yo
 
 == Trademark
 
-The name "Jenkins" is a registered trademark in the USA (link:https://trademarks.justia.com/854/47/jenkins-85447465.html[#4664929], held by SPI) in order to protect the project and users from confusing use of the term. To reduce the process overhead and uphold our open-source spirit, we adopt the Linux kernel policy on trademark usage.
+The name "Jenkins" is a registered trademark in the USA
+(link:https://trademarks.justia.com/854/47/jenkins-85447465.html[#4664929],
+held by
+link:http://spi-inc.org[Software in the Public Interest, Inc.])
+in order to protect the project and users from confusing use of the term. To
+reduce the process overhead and uphold our open-source spirit, we adopt the
+Linux kernel policy on trademark usage.
 
 You need to apply for a link:https://wiki.jenkins-ci.org/display/JENKINS/Trademark+Sublicense[sublicense] if you are using the term "Jenkins" as part of your own trademark or brand identifier for Jenkins-based software goods or services. It doesn’t matter if your trademark is unregistered, or if you do not plan to make any money using the mark.
 
@@ -104,6 +112,56 @@ If the answer to all three of the following questions is "yes," then you need to
 
 A list of trademark usages approved by the project can be found on the link:https://wiki.jenkins-ci.org/display/JENKINS/Approved+Trademark+Usage[Approved Trademark Usage] page.
 
+
+=== Trademark Attribution
+
+These trademark attribution guidelines are largely derived from the Linux
+Foundation's
+link:https://lmi.linuxfoundation.org/programs/legal/trademark/attribution[trademark attribution]
+guidelines.
+
+==== Attribution is For Everyone
+
+Even if your use of the Jenkins trademark doesn't fall under the scope of the
+Jenkins Sublicense Agreement, you should still attribute ownership of the mark to
+Software in the Public Interest, Inc. in two ways:
+
+For each web page, advertisement, or publication, the first prominent
+appearance of "Jenkins" should feature the "circle R" character adjacent to the "s",
+as follows:
+
+Jenkins(R)
+
+At the end of your web page, advertisement, publication or media broadcast,
+include the following text in a legible font and size:
+
+[quote]
+____
+Jenkins(R) is a registered trademark of Software in the Public Interest, Inc.
+____
+
+==== Attribution for Sublicensees
+
+The Jenkins Sublicense Agreement sets forth how the mark should be attributed by
+sublicensees. Sublicensees are required to place the following legend
+conspicuously on each piece of authorized goods, and at least once in the area
+of the title page of any documentation or sales literature accompanying each
+authorized good or service:
+
+[quote]
+____
+The registered trademark Jenkins(R) is used pursuant to a sublicense from the
+Jenkins project and Software in the Public Interest, Inc.
+____
+
+
+The Jenkins project understands that space limitations can make including these
+attributions difficult. When made necessary by space limitations, any
+reasonable facsimile of these attributions may be used. In case of doubt as to
+the proper shortened form, examples may be submitted to the Jenkins project for
+approval.
+
+
 == Project roles/stakeholders
 
 === Governance board