Chapter 2. Trademark Basics
At the core of every successful business are the trademarks the business uses to identify its products and services. Trademarks not only identify the offeror of a product or service but also provide assurances of quality and consistency to consumers. For instance, consumers know that the BIG MAC® they buy in Poughkeepsie is the same as one purchased in Boston.
Careful mark selection is critical to achieving consumer recognition of the company's products and services. For example, when one sees a print ad of a celebrity with a milk mustache, one immediately knows that the caption ''Got Milk?'' will be displayed. Just a few bars of music is enough for consumers to understand that McDonald's products are being advertised. ...
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