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.
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.
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.
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 offers reviews by Graziadio School faculty on a variety of books on business topics.
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.
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.
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.