Protecting your brand against the heartbreak of genericide |
Abstract:
Most brands, or trademarks, have considerable value, sometimes in thebillions of dollars. Trademarks protect entrepreneurial success and help preventconfusion among consumers. Trademarks can be lost through a process known asgenericide.’ Genericide occurs when the trademark holder does not closely monitor unauthorized use of the brand. The holder then loses the right to the exclusive use ofthe trademark. More often than not, financial disaster ensues. Ironically, thetrademarked goods and services most at risk of genericide are those with the greatestpopularity and market share. Fortunately, however, many weapons exist to preventgenericide, including selecting a distinctive, non-generic name when introducing the product; monitoring employees’ and advertisers’ use of the trademark; keeping track of how competitors and others use the trademark; and thinking carefully before licensing the trademark. Trademark holders should assign the highest priority to monitoring intentional and negligent actions by in-house employees, competitors, and third parties to prevent the heartbreak and devastating consequences of genericide. |
| Keywords: |
Trademark; Brand; Distinctiveness; Genericide; Genericness |
| Author(s): |
Michael G. Walsh |
| Source: |
Business Horizons (2013) 56, 159—166 |
| Subject: |
بازاریابی |
| Category: |
مقاله مجله |
| Release Date: |
2013 |
| No of Pages: |
8 |
| Price(Tomans): |
0 |
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بر اساس شرایط و ضوابط ارسال مقاله در سایت مدیر، این مطلب توسط یکی از نویسندگان ارسال گردیده است. در صورت مشاهده هرگونه تخلف، با تکمیل فرم گزارش تخلف حقوق مؤلفین مراتب را جهت پیگیری اطلاع دهید.
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