Trademark Dilution and the Practice of Marketing

This article considers the marketing implications of the Federal Trademark Dilution Act (FTDA) of 1995. The FTDA, an amendment to the Lanham Act, will influence the manner in which marketing is practiced well into the twenty-first century. Although the FTDA is specifically concerned with protecting...

Full description

Saved in:
Bibliographic Details
Main Authors: Peterson, Robert, Smith, Karen, ZERRILLO, Philip Charles
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 1999
Subjects:
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/2946
https://doi.org/10.1177/0092070399272009
Tags: Add Tag
No Tags, Be the first to tag this record!
Institution: Singapore Management University
Language: English
id sg-smu-ink.lkcsb_research-3945
record_format dspace
spelling sg-smu-ink.lkcsb_research-39452010-11-01T04:06:03Z Trademark Dilution and the Practice of Marketing Peterson, Robert Smith, Karen ZERRILLO, Philip Charles This article considers the marketing implications of the Federal Trademark Dilution Act (FTDA) of 1995. The FTDA, an amendment to the Lanham Act, will influence the manner in which marketing is practiced well into the twenty-first century. Although the FTDA is specifically concerned with protecting famous trademarks from being diluted—either by having their distinctiveness diminished or positive associations tarnished—by similar trademarks, its influence will not be limited to trademark or branding issues. Implications range from the allocation of advertising resources to the increased use of marketing research. 1999-01-01T08:00:00Z text https://ink.library.smu.edu.sg/lkcsb_research/2946 info:doi/10.1177/0092070399272009 https://doi.org/10.1177/0092070399272009 Research Collection Lee Kong Chian School Of Business eng Institutional Knowledge at Singapore Management University Advertising and Promotion Management Intellectual Property Law Marketing
institution Singapore Management University
building SMU Libraries
continent Asia
country Singapore
Singapore
content_provider SMU Libraries
collection InK@SMU
language English
topic Advertising and Promotion Management
Intellectual Property Law
Marketing
spellingShingle Advertising and Promotion Management
Intellectual Property Law
Marketing
Peterson, Robert
Smith, Karen
ZERRILLO, Philip Charles
Trademark Dilution and the Practice of Marketing
description This article considers the marketing implications of the Federal Trademark Dilution Act (FTDA) of 1995. The FTDA, an amendment to the Lanham Act, will influence the manner in which marketing is practiced well into the twenty-first century. Although the FTDA is specifically concerned with protecting famous trademarks from being diluted—either by having their distinctiveness diminished or positive associations tarnished—by similar trademarks, its influence will not be limited to trademark or branding issues. Implications range from the allocation of advertising resources to the increased use of marketing research.
format text
author Peterson, Robert
Smith, Karen
ZERRILLO, Philip Charles
author_facet Peterson, Robert
Smith, Karen
ZERRILLO, Philip Charles
author_sort Peterson, Robert
title Trademark Dilution and the Practice of Marketing
title_short Trademark Dilution and the Practice of Marketing
title_full Trademark Dilution and the Practice of Marketing
title_fullStr Trademark Dilution and the Practice of Marketing
title_full_unstemmed Trademark Dilution and the Practice of Marketing
title_sort trademark dilution and the practice of marketing
publisher Institutional Knowledge at Singapore Management University
publishDate 1999
url https://ink.library.smu.edu.sg/lkcsb_research/2946
https://doi.org/10.1177/0092070399272009
_version_ 1770570645043675136