search query: @indexterm PUBLIC POLICY / total: 408
reference: 118 / 408
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. |
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