Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited
Naming names: trademark strategy and beyond: part one - selecting a brand name
Article Type: Abstracts From: Strategic Direction, Volume 24, Issue 5.
Petty R.S. The Journal of Brand Management, January 2008, Vol. 15 No. 3, Start page: 191, No. of pages: 8
Purpose To outline how the differing perspectives of marketing and law can be combined into a single framework when choosing a brand name. Design/methodology/approach Looks at the importance that brand names play in marketing strategies; highlights how 60 percent of US product and brand managers believe the name itself, without advertising support, can influence product sales. Puts forward how trademark attorneys state that brand names should be sufficiently distinctive to be protected under trademark law. Undertakes to help managers select and protect brand names by providing a framework that draws on the different perspectives of marketing and law and examines how marketers can look beyond brand names and devise ways of restricting competitors from using product category names. Outlines guidelines for registering brand names and looks at how the law can protect brand names from trademark infringement. Identifies four categories of intrinsic trademark strength, discusses the legal advantages of strong brand names and looks at their marketing functions; illustrates with brand name examples and draws on the findings from consumer market research. Originality/value Presents a strategy for devising brand name that integrates both trademark law and marketing strategy.ISSN: 1350-231XReference: 37AC487
Keywords: Brand management, Brand names, Product identification, Trademarks