Trademark Infringement: Diminishing the Value of Brand Equity
Trademarks often serve as a brand’s most important means for communicating with a consumer. Trademarks are the vehicles by which consumers can develop a range of perceptions related to a product or service attributes. Trademarks are not only identifiers of where or who has produced the product or service, but are the consumer touchpoints that strengthen a brand’s equity. Equity is built upon brand loyalty, awareness, quality associations, and relevance, as well as a brand’s engagement and leadership in the marketplace.
Trademark infringement of goods that neither are grey market nor bear counterfeit marks can be the cause of serious harm to rights holders. Damage comes in ...
Get Protecting the Brand now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
