Trademark dilution and the practice of marketing

Peterson, R A and Smith, K H and Zerrillo, P C (1999) Trademark dilution and the practice of marketing. Journal of the Academy of Marketing Science, 27 (2). pp. 255-268. ISSN 1552-7824

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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.

Item Type: Article
Additional Information: The research paper was published by the author with the affiliation of The University of Texas at Austin.
Subjects: Marketing
Date Deposited: 16 Jul 2019 19:32
Last Modified: 09 Jul 2023 13:39

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