search query: @indexterm trade marks / total: 112
reference: 13 / 112
| Author: | Burgunder, L. |
| Title: | Trademark protection of product characteristics: a predictive model |
| Journal: | Journal of Public Policy and Marketing
1997 : FALL, VOL. 16:2, p. 277-288 |
| Index terms: | PUBLIC POLICY MARKETING TRADE MARKS |
| Language: | eng |
| Abstract: | Marketing professionals, in their quests to find new ways to distinguish products, now seek trademark protection for a wide array of product attributes, such as colours, odors, sounds, and shapes. Public policymakers have been willing to expand trademark protection to these realms, but unfortunately without formulating a coherent philosophical approach to guide their decisions. The author provides a conceptual model that enables marketers to predict how the Patent and Trademark Office and the courts will resolve specific questions regarding the applicability of trademark protection for product characteristics. |
SCIMA