The Strategic Use of Trademarks

Topics:
Brand Management,
Brand Strategy
Tags:
Copenhagen Business School,
Domain Names,
Internet,
Management,
Strategy,
Trademark
Source:
Copenhagen Business School

FREE Registration is required

Overview: Virtually nothing has been written on the use of trademarks as a strategy of appropriability. This paper investigates this topic in an exploratory manner, arguing that trademarks are not only important in their own right in industries where quality and status matter, but also supplement other strategies, such as patents and lead time, in a range of other industries. The paper then focuses on two "Battle areas" that have recently spawned controversy, Internet domain names and geographic indications, which are based on the trademark system, but also open up intriguing new avenues for firms to leverage trademarks as strategies of appropriability.

(Is this item miscategorized? Does it need more tags? Let us know.)

Format: PDF | Size: 358KB | Date: Mar 2005 | Pages: 23

People who downloaded this item also downloaded

Download Developing Leadership Skills
White Paper Change: A Leader's Challenge
Case Study Louisiana Home Features Unique GeoExchange Lake Loop
White Paper Communication Research: Pros And Cons Of Electronic Surveys
White Paper Change Management - The Systems And Tools For Managing Change

Top results from Brand Strategy

White Paper CRM and Social Networking: Engaging the Social Customer
White Paper Global Branding -- No Branding Before Sufficient Sales
White Paper Business Planning has Changed its Focus
White Paper Will the Wireless World Connect?
White Paper Who's Filling Gen-Y's Shoes?

» View all Brand Strategy listings

advertisement
advertisement
  • Click Here
  • Click Here
  • Click Here
advertisement

Returning users: Log In Here!

Already registered on BNET, TechRepublic, or ZDNet? Simply log in.

Free Membership: Sign Up Now!

Sign up for a free membership today and get instant and unlimited access to one of the largest databases of white papers, webcasts, and casestudies anywhere. Your FREE membership allows you to:

  • Download an unlimited amount of content, including classic and current white papers, case studies, webcasts and more
  • Track content on your chosen topics of interest
  • Receive targeted email alerts when your favorite content is added
  • Save content for future reading
  • Receive our member newsletter

When you register to access this directory, you become a member of BNET. In addition, you allow us to share your information with companies that produce products or services featured in the library--so that such companies may contact you with information and offers regarding their products and services. This enables us to keep the library a free service. As a directory registrant, you will receive a complimentary subscription to the BNET member newsletter, The BNET Report. You can unsubscribe from this newsletter at any time. By clicking the Sign up button, you indicate that you agree to our Terms and Conditions and have read and understand our Privacy Policy (updated).