Defending your brand against imitation: consumer behavior, marketing strategies, and legal issues
Brand imitation is widespread in today's marketplace and clearly is a threat. It is important for brand, marketing, and other corporate managers to understand the history of this problem, its evolution, and its prevalence in today's market. In this well-written and useful book, the author...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Westport, Conn. u.a.
Quorum Books
1995
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | Brand imitation is widespread in today's marketplace and clearly is a threat. It is important for brand, marketing, and other corporate managers to understand the history of this problem, its evolution, and its prevalence in today's market. In this well-written and useful book, the author addresses these important topics and others in detail, drawing upon extensive research in consumer behavior Of special interest to marketing managers is the background information Zaichkowsky provides on the issue and her proposed methods for guarding against brand imitation. The reasons why brand imitation pervades the marketplace and why consumers are easily confused by imitations are discussed, and the author reviews a selection of "passing-off" cases. Ways to test for brand imitation are offered, and issues are addressed that, to this point in the literature, were inadequately explored. The insights and information presented in Defending Your Brand Against Imitation provide an abundance of material for other researchers to investigate. Corporate management as well as attorneys and academics will find this informative summary a useful weapon against brand imitation |
| Beschreibung: | XVII, 184 S. |
| ISBN: | 0899308295 |
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| 520 | 3 | |a Brand imitation is widespread in today's marketplace and clearly is a threat. It is important for brand, marketing, and other corporate managers to understand the history of this problem, its evolution, and its prevalence in today's market. In this well-written and useful book, the author addresses these important topics and others in detail, drawing upon extensive research in consumer behavior | |
| 520 | |a Of special interest to marketing managers is the background information Zaichkowsky provides on the issue and her proposed methods for guarding against brand imitation. The reasons why brand imitation pervades the marketplace and why consumers are easily confused by imitations are discussed, and the author reviews a selection of "passing-off" cases. Ways to test for brand imitation are offered, and issues are addressed that, to this point in the literature, were inadequately explored. The insights and information presented in Defending Your Brand Against Imitation provide an abundance of material for other researchers to investigate. Corporate management as well as attorneys and academics will find this informative summary a useful weapon against brand imitation | ||
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
Illustrations xi
Preface xiii
Acknowledgments xv
1. UNDERSTANDING AND PROTECTING BRAND
IDENTITY 1
Background to the Problem 2
Trademarks 3
What is Confusion? 5
Brand Imitation and Brand Equity 8
Summary 10
2. UNDERSTANDING THE CONSUMER 13
Consumer Shopping Behavior 13
Consumer Decision Making 15
viM Contents
Consumers Are Not All Able 21
Typical Shopping Scenarios 25
Summary 29
3. PSYCHOLOGICAL PRINCIPLES UNDERLYING
BRAND IMITATION 33
Stimulus Generalization 34
Attention and Perception 37
Perceptions May Be Biased 41
Balance Theory 45
Summary 48
4. CASES OF IMITATION IN THE MARKETPLACE 53
Name Similarity 54
Confusion and Similar Shapes 62
Confusion and Symbols 68
Color 71
Similar Grouping or Gestalt 74
Implied Association 80
Summary 84
5. ON BEING DISTINCTIVE TO AVOID
CONFUSION 91
Brand Names 92
Gestalt 98
Color 99
Shape 101
Use of Disclaimers 102
Summary 108
Contents ix
6. TESTING FOR BRAND IMITATION 113
How Large a Sample? 114
Type of Sample 122
Consumer Research 125
Techniques for Evaluating Brand Imitation 128
Questions for Sponsorship 144
Qualitative Research as Evidence 147
Evidence from Secondary Sources 148
Flaws Judged to Discredit Research 149
Summary 151
7. SUMMARY AND UNANSWERED QUESTIONS 157
Winners and Losers 158
Relief in Infringement Cases 159
Other Defensive Strategies 162
Keeping Brand Imitation in Perspective 163
Appendix: BRAND IMITATION AND THE LAW 167
Index of Cases 179
Index 183
|
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| dewey-search | 658.8/27 658.8/27 20 |
| dewey-sort | 3658.8 227 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1. publ. |
| format | Book |
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| isbn | 0899308295 |
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| spelling | Zaichkowsky, Judith L. Verfasser aut Defending your brand against imitation consumer behavior, marketing strategies, and legal issues Judith Lynne Zaichkowsky 1. publ. Westport, Conn. u.a. Quorum Books 1995 XVII, 184 S. txt rdacontent n rdamedia nc rdacarrier Brand imitation is widespread in today's marketplace and clearly is a threat. It is important for brand, marketing, and other corporate managers to understand the history of this problem, its evolution, and its prevalence in today's market. In this well-written and useful book, the author addresses these important topics and others in detail, drawing upon extensive research in consumer behavior Of special interest to marketing managers is the background information Zaichkowsky provides on the issue and her proposed methods for guarding against brand imitation. The reasons why brand imitation pervades the marketplace and why consumers are easily confused by imitations are discussed, and the author reviews a selection of "passing-off" cases. Ways to test for brand imitation are offered, and issues are addressed that, to this point in the literature, were inadequately explored. The insights and information presented in Defending Your Brand Against Imitation provide an abundance of material for other researchers to investigate. Corporate management as well as attorneys and academics will find this informative summary a useful weapon against brand imitation Consommateurs - Comportement Consumentengedrag gtt Imitatie gtt Industriële eigendom gtt Marketing - Droit Marques de commerce Merken gtt Merkenrecht gtt Produits de marque - Marketing - Gestion Propriété industrielle Recht Brand name products -- Marketing -- Management Consumer behavior Trademarks Industrial property Marketing -- Law and legislation Imitation -- Case studies Markenartikel (DE-588)4037584-5 gnd rswk-swf Nachahmung (DE-588)4170992-5 gnd rswk-swf (DE-588)4522595-3 Fallstudiensammlung gnd-content Markenartikel (DE-588)4037584-5 s Nachahmung (DE-588)4170992-5 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006912938&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Zaichkowsky, Judith L. Defending your brand against imitation consumer behavior, marketing strategies, and legal issues Consommateurs - Comportement Consumentengedrag gtt Imitatie gtt Industriële eigendom gtt Marketing - Droit Marques de commerce Merken gtt Merkenrecht gtt Produits de marque - Marketing - Gestion Propriété industrielle Recht Brand name products -- Marketing -- Management Consumer behavior Trademarks Industrial property Marketing -- Law and legislation Imitation -- Case studies Markenartikel (DE-588)4037584-5 gnd Nachahmung (DE-588)4170992-5 gnd |
| subject_GND | (DE-588)4037584-5 (DE-588)4170992-5 (DE-588)4522595-3 |
| title | Defending your brand against imitation consumer behavior, marketing strategies, and legal issues |
| title_auth | Defending your brand against imitation consumer behavior, marketing strategies, and legal issues |
| title_exact_search | Defending your brand against imitation consumer behavior, marketing strategies, and legal issues |
| title_full | Defending your brand against imitation consumer behavior, marketing strategies, and legal issues Judith Lynne Zaichkowsky |
| title_fullStr | Defending your brand against imitation consumer behavior, marketing strategies, and legal issues Judith Lynne Zaichkowsky |
| title_full_unstemmed | Defending your brand against imitation consumer behavior, marketing strategies, and legal issues Judith Lynne Zaichkowsky |
| title_short | Defending your brand against imitation |
| title_sort | defending your brand against imitation consumer behavior marketing strategies and legal issues |
| title_sub | consumer behavior, marketing strategies, and legal issues |
| topic | Consommateurs - Comportement Consumentengedrag gtt Imitatie gtt Industriële eigendom gtt Marketing - Droit Marques de commerce Merken gtt Merkenrecht gtt Produits de marque - Marketing - Gestion Propriété industrielle Recht Brand name products -- Marketing -- Management Consumer behavior Trademarks Industrial property Marketing -- Law and legislation Imitation -- Case studies Markenartikel (DE-588)4037584-5 gnd Nachahmung (DE-588)4170992-5 gnd |
| topic_facet | Consommateurs - Comportement Consumentengedrag Imitatie Industriële eigendom Marketing - Droit Marques de commerce Merken Merkenrecht Produits de marque - Marketing - Gestion Propriété industrielle Recht Brand name products -- Marketing -- Management Consumer behavior Trademarks Industrial property Marketing -- Law and legislation Imitation -- Case studies Markenartikel Nachahmung Fallstudiensammlung |
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