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| Tekijä: | Petty, R.D. Leong, S.H.S. Lwin, M.O. |
| Otsikko: | Slogans: US and EU legal protection for slogans that identify and promote the brand |
| Lehti: | International Journal of Advertising
2010 : AUG, VOL. 29:3, p. 473-500 |
| Asiasana: | USA European Union slogans brands law international marketing trade marks |
| Kieli: | eng |
| Tiivistelmä: | Given the importance of brand slogans, it is surprising that the marketing literature does not examine how to protect the slogans from imitation by other brands. This article aims to fill this need by positing that, with proper drafting and use, most slogans can be protected against imitation as brand identifiers under trademark law. While more brands are going international, slogans also provide an important ingredient for international branding. This article presents recommendations for finding the proper balance between promotion and distinctiveness that would allow slogans to enjoy protection from imitation under both US and EU trademark law. |
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