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From Photoshop® To Photoshop: Knowing How And When To Protect Your Brand Name, Joseph M. Dery
From Photoshop® To Photoshop: Knowing How And When To Protect Your Brand Name, Joseph M. Dery
2019
Forbes Magazine's 2018 publication of "the World's Most Valuable Brands" illustrates a dramatic statistic: of their 100 top ranked brands, each had an estimated brand value of over $7B! In the US, however, the very legislation that protects brands from dilution also contains language on how to cancel a trademark that has become generic. This phenomenon is known as Brand Genericide. To best equip marketers with the ability to strategically influence this phenomenon, I offer an explanation as to "why" it exists, a detailed a methodology for tracing it, a series of strategic interventions for influencing it, and a …