Traditionally, trademarks are viewed from the legal perspective, and the responsibility for important trademark decisions rests with top management. Court interpretations, emerging regulatory directions, and proposed legislation have encouraged the extension of trademark strategy in many marketing activities; however, they have also placed limitations on trademark rights and uses. Marketers have the opportunity to develop a strategic orientation for top management decision making by devising an effective trademark strategy. Successful formulation and implementation of this strategy requires that marketers become aware of the legal opportunities and limitations in the use of trademarks.
Get full access to this article
View all access options for this article.
References
1.
AbramsBill (1982), “Marketing,”Wall Street Journal, (May 20), 33.
2.
American Home Products Corp. v. Johnson & Johnson (1978), 577 F. 2d 160, 165 (2d Cir.).
3.
American Luggage Works, Inc. v. United States Trunk Co. (1957), 158 F. Supp. 50, 54 116 USPQ 188 (D. MA).
4.
American Thermos Products Co. v. Aladdin Industries, Inc. (1962), 207 F. Supp. 9, 20, 134 USPQ 98 (D. CT).
5.
Anti-Monopoly Inc. v. General Mills Fun Group (1979), 611 F. 2d 296, 301 (9th Cir.).
6.
BaintonJoseph (1983), “Seizure Orders: An Innovative Judicial Response to Trademark Counterfeiting,”The Trademark Reporter, 73 (September-October), 459–475.
7.
BehringerJohn W., and OtteMonica A. (1981), “Liability and the Trademark Licensor: Advice for the Franchisor of Goods or Services,”American Business Law Journal, 19, 109–152.
8.
BoalBradlee R. (1983), “Techniques for Ascertaining Likelihood of Confusion and the Meaning of Advertising Communications,”The Trademark Reporter, 73 (July-August), 405–435.
9.
Carter v. Joseph Bancroft & Sons Co. (1973), 360 F. Supp. 1103 (E.D. PA).
10.
Coca-Cola Co. v. Gemini Rising Inc. (1972), 346 F. Supp. 1183, 175 USPQ 56 (E.D. NY).
11.
Coca-Cola Co. v. Overland, Inc. (1982), Trade Reg. Rep. ¶65,051 (CA-9, November).
12.
Coca-Cola Co. v. Tropicana Products, Inc. (1983), (CA–2, September).
13.
DayGeorge S., and WensleyRobin (1983), “Marketing Theory with a Strategic Orientation,”Journal of Marketing, 47 (Fall), 79–89.
14.
DenicolaRobert C. (1982), “Trademarks as Speech: Constitutional Implications of the Emerging Rationales for the Protection of Trade Symbols,”Wisconsin Law Review, 158–207.
15.
DiamondSidney A. (1982), “Properly Used, Trademarks Are Forever,”American Bar Association Journal, 68 (December), 1575–1579.
16.
E. I. duPont de Nemours & Co., Inc. v. Yoshida International, Inc. (1975), 393 F. Supp. 502, 527, 185 USPQ 597 (E.D. NY).
17.
EdwardsElgin C. (1979), “Trademarks and Service Marks: The Neglected Business Assets,”Orange County Bar Journal, 6, 281–284.
18.
Effects of Foreign Product Counterfeiting on U.S. Industry (1984), Washington, DC: United States International Trade Commission, (January).
19.
“Fighting the Fakes from Taiwan,” (1983), Fortune, (May), 114–116.
20.
FletcherPatricia Kimball (1982), “Joint Registration of Trademarks and the Economic Value of a Trademark System,”University of Miami Law Review, 36, 297–335.
21.
FolsomRalph H., and TeplyLarry L. (1980), “Trademarked Generic Words,”Trademark Reporter, 70, 206–242.
22.
Holiday Inns Inc. v. Holiday Out of America (1973), 481 F. 2d 445, 178 USPQ 257 (CA–5).
23.
HuntShelby D., MuncyJames A., and RayNina M. (1981), “Alderson's General Theory of Marketing: A Formalization,” in Review of Marketing 1981, EnisBen, and RoeringKenneth, eds., Chicago: American Marketing.
Kellogg Co. v. National Biscuit Co. (1938), 305 US 111, 118, 39 USPQ 296, 299.
26.
LeeJerome G. (1981), “Comparative Advertising, Commercial Disparagement, and False Advertising,”Trademark Reporter, 71, 620–640.
27.
LeiserAllan W., and SchwartzCarl R. (1983), “Techniques for Ascertaining Whether a Term is Generic,”Trademark Reporter, 73 (July-August), 376–390.
28.
LevySidney J., and HookDennis W. (1981), “Brands, Trademarks, and the Law,”Review of Marketing41, EnisBen M., and RoeringKenneth J., eds., Chicago: American Marketing, 185–194.
29.
LewisPaul (1983), “Counterfeiting of Goods Rises, Curbs Sought by Industries,”New York Times, (October 10), D–9.
30.
LohrSteve (1984), “A Crackdown on Counterfeiting,”New York Times, (May 7), D–11.
31.
Maier Brewing Co. v. Fleischmann Distilling Corp. (1968), 390 F. 2d 117, 122–123 (9th Cir.), cert. denied, 391 U.S. 966.
32.
Manufacturing Co. v. Trainer (1879), 101 U.S. 51, 53.
33.
McDonald's Corp. v. Gunville (1979), No. 77–C–1646, N.D. IL (July).
34.
McManisCharles R. (1982), The Law of Unfair Practices., St. Paul, MN: West.
35.
MeltonCarol A. (1979), “Generic Term or Trademark?: Confusing Legal Standards and Inadequate Protection,”American University Law Review, 29, 109–133.
36.
Mishawaka Rubber & Woolen Mfg. Co. v. S. S. Kresge Co. (1942), 316 U.S. 203, 205.
37.
Montrose Rolex, S.A. v. Dennis Snyder Regional Commissioner, U.S. Customs Service and G.S. Customs Service (1983), (CA–2, September).
38.
MorganFred (1979), “The Admissibility of Consumer Surveys in Courts,”Journal of Marketing, 43 (Fall), 33–40.
39.
National Football League Properties, Inc. v. Wichita Falls Sportswear, Inc. (1982), 532 F. Supp. 651, 215 USPQ 175 (W.D. WA).
40.
OathoutJohn D. (1981), Trademarks, New York: Scribner's.
41.
PalladinoVincent N. (1982), “Trademarks and Competition: The Ives Case,”John Marshall Law Review, 15, 319–356.
42.
Philip Morris Inc. v. Loew's Theatres, Inc. (1980), 511 F. Supp. 855 (S.D. NY).
43.
RakoffJed S., and WolffIra B. (1983), “Commercial Counterfeiting: The Inadequacy of Existing Remedies,”Trademark Reporter, 73 (September-October), 493–535.
44.
ReinerJohn Paul (1983), “The Universe and Sample: How Good is Good Enough?,”Trademark Reporter, 73 (July-August), 366–375.
45.
RJR Foods, Inc. v. White Rock Corp. (1979), 201 USPQ 578 (S.D. NY 1978), aff'd., 603 F. 2d 1058, 203 USPQ 401 (CA–2, 1979).
46.
RobinAlbert, and BarnabyHoward B. (1983), “Trademark Surveys—Heads You Lose, Tails We Win,”Trademark Reporter, 73 (July-August), 436–445.
47.
RothNorman W., Esq. (1983), “Trademark Selection and Clearance: A Guide for U.S. Business,”Food Drug Cosmetic Law Journal, 38, 127–130.
48.
SchecterFrank L. (1927), “The Rational Basis for Trademark Protection,”Harvard Law Review, 813.
49.
SchumanGarry (1982), “Trademark Protection of Container and Package Configurations—A Primer,”Chicago Kent Law Review, 59, 779–815.
50.
Seigel v. Chicken Delight, Inc. (1971), 448 F. 2d 43, 50 (9th Cir.).
