Archive for April, 2008
XEROX® uses the Zipper—A Valuable Lesson: Avoid Brand Genericide with Proper Trademark Usage.
Saturday, April 26th, 2008Genericide Means the Death of a Brand Rule No. 1: A generic term is not protectible as a trademark. Already have a headache? Take an aspirin . Yes, once a trademark, now a fallen victim to genericide. Several important concepts as to “generic” usage and its impact upon brand equity should be learned. We will [...]
The Brand Dream Team: Four Horsemen for a Great Trademark Portfolio
Sunday, April 13th, 2008Jim Cramer, a founder of www.thestreet.com, and well known Wall Street sage, is host of CNBC’s wildly successful MAD MONEY. Last year when things were still “flying high” Jim dubbed the four seemingly unstoppable tech stocks including RIMM and APPLE, but two of the “four horsemen.” The four horsemen had momentum, but also had underlying [...]
Let the Trademark Search Begin— Girls Named TIFFANY Love Jewelry Too!
Wednesday, April 9th, 2008Selection of a great trademark requires investigation. In a recent post, I likened investing in the wrong trademark to the foolish act of building a house on land you don’t own. How does this happen? Simple! In a rush of excitement to launch a new product or business, it’s easy to forget that selection of [...]
BRAND EQUITY BE DAMNED—Go ahead–build a house on land you don’t own!
Wednesday, April 2nd, 2008“Companies who view costs of branding as discretionary spending, and fail to take the steps to establish and protect the brand as a fundamental part of their business are risking the value of the company’s most important financial asset.” Rita Clifton, Brands and Branding (Bloomberg Press 2004) Would you build a new home on property [...]