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...
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1999
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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 |
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Advertising and Promotion Management Intellectual Property Law Marketing Peterson, Robert Smith, Karen ZERRILLO, Philip Charles Trademark Dilution and the Practice of Marketing |
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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. |
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text |
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Peterson, Robert Smith, Karen ZERRILLO, Philip Charles |
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Peterson, Robert Smith, Karen ZERRILLO, Philip Charles |
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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 |
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Trademark Dilution and the Practice of Marketing |
title_sort |
trademark dilution and the practice of marketing |
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Institutional Knowledge at Singapore Management University |
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1999 |
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https://ink.library.smu.edu.sg/lkcsb_research/2946 https://doi.org/10.1177/0092070399272009 |
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