Genericide is a process whereby a brand name or trademark is transformed through popular usage into a common noun. Aspirin, zipper, escalator, thermos . . .…
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brand equity
How does one secure a trademark for artist names, or names of music groups for musical recordings or videos? The general rule is that neither an author’s name nor a group or individual’s cannot be…
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Use the brand lens to ask how each management decision you make will affect your brand. If you have a strong brand strategy – one that you believe in – then, by all means, make…
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Are you an owner of a business with a partner that’s heading for the exit door? Does your company have intellectual property that’s being sold or licensed? …
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Clients and marketing professionals are often confused as to the difference between registration of a domain name and registering a trademark or service mark. Domains names are not trademarks. A domain is nothing…
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Trademark registration is only the starting point in maintaining legal rights in a brand name. Trademark monitoring includes implementation of brand protection strategies to reduce risk and liability that result from unattended counterfeiting, diversion, tampering,…
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Who wants to go to the expense and time to file for a federal trademark registration for a new brand name and then get rejected? As many as 70% of all trademark filings are initially…
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There exists a tremendous opportunity for business owners to “build” proactively. How do you prepare your brand for sale as baby boomers read to retire . . . …
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Every brand needs a dream team. That team consists of not only people who help create, communicate, manage, direct, and protect the brand, but also . . .…
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Consumer loyalty is the behaviour of consistent purchasing of a brand over an extended period of time, measured as a proportion of times a consumer choses the same brand compared to other brands in the…
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