Naming names: Trademark strategy and beyond: Part one—Selecting a brand name

Petty, Ross D.
January 2008
Journal of Brand Management;Jan2008, Vol. 15 Issue 3, p190
Academic Journal
Part one of this article examines the interplay between trademark law and marketing strategy in selecting a brand name. Part two presents several strategies for limiting the ability of rivals to select and use other brand names.Journal of Brand Management (2008) 15, 190–197. doi:10.1057/palgrave.bm.2550095; published online 29 June 2007


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