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Legal Brand Consideration
CASE STUDY
Group Members:Hira JahangirMustehsan AliM HammadSamran AbbasMohtashim Riasat
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The case study is about the
trademark andits implementation.
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TRADEMARK
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Trademark as a mark is a visual
representation which whenattached to a good or servicedefines its trade origin anddifferentiates it from others.
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TRADEMARK STRATEGY
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Selecting a valid trademark
Adopting and using the trademark
Trademark Planning
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Effective usage of trademark in marketing
efforts and decisions.
Trademark Implementation
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Ensure efficient use of trademark,
preventing counterfeiting of trademarks
and instituting suits for infringements oftrademarks.
Trademark Control
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Counterfeit & ImitatorBrands
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In Asia 34% counterfeited goods are consumed
and 64% are exported.
P&G claims $150 million counterfeit sales inChina
30% counterfeit products worldwide is beingmade in China
94% of software and 20% Western Brands aresold In in China whereas 24% in US.
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Historical and Legal
Precedence
Brand name is a conditional type property.
To preserve the brand role in identifying products, theauthor note that federal law protects brands from the
actions of others that may tend to cause confusionconcerning proper source of identification.
With the case of confusion Simonson and Holbrook
identify two things:
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Trademark
appropriation Enhancing the image of a new offering with the use
of some property aspects of an existing brand.
That is appropriation resembles theft of anintangible property right so the owners of the strongbrand should entitled all possible names which cancreate similarity with other brands.
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Trademark dilutionWeakening or reduction in the ability of a mark toclearly and unmistakably distinguish the source.
To avoid that they observe that two brand relatedrights are:
1. The right to preempt and preserve areas for brandextension.
2. The right to stop the introduction of similar oridentical brand names even in the absence of theconsumer confusion so as to protect the brand image
and distinctiveness from being diluted.
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Types of dilution
1. Blurring: happens when the use of an existing markby a different company in a different category
alters the unique and distinctive significance of themark.
1. Tarnishment: when a different company employs
the mark in order to degrade its quality such as inthe context of a parody or satire.
1. Cyber squatting: when an unaffiliated party
purchases an internet domain name consisting ofthe mark or name of a com an for the ur ose of
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Counterfeit Products manipulates the non-
vigilant consumers.
Counterfeit normally get success because theproduct has already successfully gone throughawareness and adoption process.
Similarly some of the Examples of counterfeitproducts in Pakistan
Pepsi
Sooper Vs. Super biscuits etc.
Trademark Issues
Concerning Names
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Generic Xerox, Pampers
Descriptive Singapore Airlines, Toys RUS
Suggestive EBay, YouTube
Arbitrary Apple, Starbucks
Fanciful Kodak
A Name of a Product Could be:
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Memorable
Meaningful
Likeable
Transferable
Adaptable
Protectable
Criteria For Choosing Brand
Elements
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Points to discuss
Color
Specific Design
Structure
In totality, a complete appearance of the product canonly be legally protected.
TRADEMARK ISSUES CONCERNING PACKAGING
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ThankYou
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