1999
DOI: 10.1177/0092070399272009
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Trademark Dilution and the Practice of Marketing

Abstract: 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. Imp… Show more

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Cited by 41 publications
(28 citation statements)
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“…Extrinsic brand cues such as the unique semantic and phonetic aspects of a brand name and the visual elements of brand packaging refer to a brand's trademark and trade dress (Jacoby & Morrin, 1998;Peterson, Smith, & Zerillo, 1999). Previous discussions of the role of trade dress in brand equity have focused on factors such as ease of brand recognition and the need for symbolic associations that reinforce a brand's overall positioning (Keller, 1998).…”
Section: Managing Brand Equitymentioning
confidence: 99%
“…Extrinsic brand cues such as the unique semantic and phonetic aspects of a brand name and the visual elements of brand packaging refer to a brand's trademark and trade dress (Jacoby & Morrin, 1998;Peterson, Smith, & Zerillo, 1999). Previous discussions of the role of trade dress in brand equity have focused on factors such as ease of brand recognition and the need for symbolic associations that reinforce a brand's overall positioning (Keller, 1998).…”
Section: Managing Brand Equitymentioning
confidence: 99%
“…(1) Marketers can develop product/services physically similar to the diluted brand (Loken et al 1986;Loken and John 1993;Kapferer 1995;Edelman and Ewing 1996;Peterson et al 1999;Morrin and Jacoby 2000;Pullig et al 2006) or similar advertising messages with ambiguous information facilitating message confusion (Poiesz and Verhallen 1989;Brengman et al 2001).…”
Section: Likelihood Of Consumer Confusionmentioning
confidence: 99%
“…En un estudio pionero, Peterson et al (1999) aplicaron los conceptos de tipicidad y dominio para valorar el grado de renombre de un número de 28 marcas, con una encuesta a 464 individuos. En el cuestionario se utilizaron las preguntas sugeridas por Simonson (1995).…”
Section: Marcas Renombradas Su Cuantificación Y Su Posible Diluciónunclassified
“…encontrado ningún trabajo posterior que profundice en metodologías cuantitativas de parametrización y/o cuantificación del renombre de marca. En España, el Foro de Marcas Renombradas Españolas llevo a cabo un estudio amplio de renombre de marcas españolas en el año 2007, utilizando la metodología de Peterson et al (1999). El estudio valoró el renombre de las principales marcas españolas -un total de 176 marcas -en 118 categorías de productos y servicios, con entrevistas a una muestra de 4.800 individuos (público general) seleccionados aleatoriamente (ver Cerviño y Baena, 2009).…”
Section: Marcas Renombradas Su Cuantificación Y Su Posible Diluciónunclassified