Protecting the brand:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Fort Lee, NJ
Barricade
2003
|
| Online-Zugang: | Inhaltsverzeichnis |
| ISBN: | 1569802572 |
Internformat
MARC
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Datensatz im Suchindex
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|---|---|
| adam_text | CONTENTS
Introduction
Pan I The Principles of Brands 11
A brand is a symbol that answers the question Where
did this come from? 11
Trademarks, patents, and copyrights are not created
equal 12
A brand is a shortcut 14
Brands sum up a consumer s experiences 15
Brands are worth their weight in gold 16
Trademark friends and family 18
Registration is not a silver bullet 20
Hey! That s my brand! 22
Trademark cases seek the death penalty 24
NnlhlnMtUsehtes 0
General Rules of Use 27
Rules for Using the Brand in Text 48
5 , • |iji,:
i, ,,
CONTENTS
Pan III: Tricks if dtt Traie—TIk Practical Side ef Brand Pratectran Prsgrams 5!
How To Create Your Own Legally Enforceable Brand 59
Create an Overall Brand Strategy 68
Using It to Avoid Losing It 73
Keeping the Mark Out of the Public Domain 77
Avoiding Split Personalities: Not Everything is a Brand 83
Putting It in Writing: Protecting Your Brand in Contracts 94
Watching em Like a Hawk: Monitoring Trademark Use 104
Slapping Grubby Hands: Trademark Enforcement 107
Minding the ®s and ™s: Using the Appropriate Trademark
Designations 117
Playing It Again: Creating Brand Standards 120
The Benefits and Risks of Licensing 123
Smary 129
Apperiix: Braid Use Riles 133
UstifHrtiontJes 13S
M« 141
¦
|
| adam_txt |
CONTENTS
Introduction '
Pan I The Principles of Brands 11
A brand is a symbol that answers the question "Where
did this come from?" 11
Trademarks, patents, and copyrights are not created
equal 12
A brand is a shortcut 14
Brands sum up a consumer's experiences 15
Brands are worth their weight in gold 16
Trademark friends and family 18
Registration is not a silver bullet 20
Hey! That's my brand! 22
Trademark cases seek the death penalty 24
NnlhlnMtUsehtes 0
General Rules of Use 27
Rules for Using the Brand in Text 48
5 , • |iji,:
i, ,,
CONTENTS
Pan III: Tricks if dtt Traie—TIk Practical Side ef Brand Pratectran Prsgrams 5!
How To Create Your Own Legally Enforceable Brand 59
Create an Overall Brand Strategy 68
Using It to Avoid Losing It 73
Keeping the Mark Out of the Public Domain 77
Avoiding Split Personalities: Not Everything is a Brand 83
Putting It in Writing: Protecting Your Brand in Contracts 94
Watching 'em Like a Hawk: Monitoring Trademark Use 104
Slapping Grubby Hands: Trademark Enforcement 107
Minding the ®s and ™s: Using the Appropriate Trademark
Designations 117
Playing It Again: Creating Brand Standards 120
The Benefits and Risks of Licensing 123
Smary 129
Apperiix: Braid Use Riles 133
UstifHrtiontJes 13S
M« 141
¦ |
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