Trademark Strategies Online: Implications for Intellectual Property Protection

The growth and increasingly mainstream appeal of various aspects of the Internet could have a lasting effect on a firm's marketing mix. The authors address one of the external environmental factors that marketing and brand managers, as well as public policymakers, should continually monitor as...

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Bibliographic Details
Published in:Journal of public policy & marketing 2000-04, Vol.19 (1), p.119-131
Main Authors: Kopp, Steven W., Suter, Tracy A.
Format: Article
Language:English
Subjects:
Business structures
Defendants
Domain name system
Fines & penalties
Hyperlinks
Impact analysis
Infringement
Intellectual property
Internet
Internet domain names
Jurisdiction
Jurisprudence
Lanham Act 1946-US
Law
Legal aspects
Legal Developments
Legislation
Market strategy
Marketing
Online information retrieval
Plaintiffs
Property, Intellectual
Registration
Search engines
Studies
Trade marks and names
Trade names
Trademark infringements
Trademark law
Trademarks
United States
URLs
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Summary:The growth and increasingly mainstream appeal of various aspects of the Internet could have a lasting effect on a firm's marketing mix. The authors address one of the external environmental factors that marketing and brand managers, as well as public policymakers, should continually monitor as the online community further develops: trademark law. As managers attempt to leverage the value of the trademarked brand, the authors examine the impact of the current state of technology and the law to understand the reach of current legal interpretations and the implications for present and future trademark strategy online.
ISSN:0743-9156
1547-7207
DOI:10.1509/jppm.19.1.119.16935