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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Main Authors:	Peterson, Robert, Smith, Karen, ZERRILLO, Philip Charles
Format:	text
Language:	English
Published:	Institutional Knowledge at Singapore Management University 1999
Subjects:	Advertising and Promotion Management Intellectual Property Law Marketing
Online Access:	https://ink.library.smu.edu.sg/lkcsb_research/2946 https://doi.org/10.1177/0092070399272009
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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

Trademark Dilution and the Practice of Marketing

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