Turning to Neuroscience to Tap into Emotions
Researchers, in striving to understand rational decision making, have often attempted to capture algorithmic calculations of how decisions are made.
Tag: branding
Possessions and Storytelling
By understanding self, a common thread of storytelling loosely ties the marketing theory of “self-concept” together with the narrative view of “identity.”…the exploration of possessions and their role in storytelling may strengthen the bond between consumers and brands.
Learn to Expect the Unexpected in Global Retail Expansion
Taking a proven retail model and exporting it to a new country, often with a new set of competitors, a different language and culture, and unique shopper expectations, requires more than just market research before entry.
Protecting Descriptive Brands in Trademark and Trade Dress Law:
A company must be able to defend its marks and dress to ensure a continued, strong association between the company’s products and their source.
Secondary Meaning in Trademark and Trade Dress Law
This article, the second in a series focused on trademarks and trade dress, details the doctrine of secondary meaning and its ramifications for businesses.
The Book Corner
The Book Corner offers reviews by Graziadio School faculty on a variety of books on business topics.
The Quest for Distinctiveness in Trademark and Trade Dress Law
An overview of the critical issue of distinctiveness in trademark law and how a company’s marks and dress can be made as strong as possible.
The Four Levels of Innovation
Is innovation just a convenient buzzword? Or, is it a paradigm-changing force that allows companies to compete on the global stage? The true answer might be a little bit of both.
The Uncertain World of Trademark Dilution
Proving that a competitor’s similar trademark causes actual dilution in order to obtain an injunction against it can be an expensive and time-consuming endeavor.