Podcast
Questions and Answers
Brand dilution occurs when:
Brand dilution occurs when:
Brand dilution occurs when the brand extension adversely affects consumer perceptions about the attributes the core brand is believed to hold.
Brand dilution occurs when the brand extension adversely affects consumer perceptions about the attributes the core brand is believed to hold.
True
What does brand dilution refer to?
What does brand dilution refer to?
A situation where the brand's reputation and value have been harmed.
What is the result of brand dilution?
What is the result of brand dilution?
Signup and view all the answers
Provide an example of brand dilution.
Provide an example of brand dilution.
Signup and view all the answers
How can brand dilution be detected?
How can brand dilution be detected?
Signup and view all the answers
Brand dilution can be long-term or short-term in nature.
Brand dilution can be long-term or short-term in nature.
Signup and view all the answers
What are some sources of brand dilution?
What are some sources of brand dilution?
Signup and view all the answers
What is a trademark?
What is a trademark?
Signup and view all the answers
A trademark is a brand for a good or service.
A trademark is a brand for a good or service.
Signup and view all the answers
Anything that distinguishes your brand can be trademarked.
Anything that distinguishes your brand can be trademarked.
Signup and view all the answers
A servicemark is the same as a trademark except that it identifies the source of a service rather than a product.
A servicemark is the same as a trademark except that it identifies the source of a service rather than a product.
Signup and view all the answers
What is a patent?
What is a patent?
Signup and view all the answers
What is a copyright?
What is a copyright?
Signup and view all the answers
What does intellectual property include?
What does intellectual property include?
Signup and view all the answers
What is the difference between domain name registration and trademark registration?
What is the difference between domain name registration and trademark registration?
Signup and view all the answers
What is the difference between a business name and a trademark?
What is the difference between a business name and a trademark?
Signup and view all the answers
Levels of a part of the 'strengths of mark' are categorized as fanciful, arbitrary, suggestive, descriptive, and generic.
Levels of a part of the 'strengths of mark' are categorized as fanciful, arbitrary, suggestive, descriptive, and generic.
Signup and view all the answers
What is trademark infringement?
What is trademark infringement?
Signup and view all the answers
Brand names, logos, colors, and package design are types of trademarks that identify brands.
Brand names, logos, colors, and package design are types of trademarks that identify brands.
Signup and view all the answers
What does the Trademark Act of 1946 (Lanham Act) state regarding trademark infringement?
What does the Trademark Act of 1946 (Lanham Act) state regarding trademark infringement?
Signup and view all the answers
What does the Trademark Dilution Revision Act of 2006 protect against?
What does the Trademark Dilution Revision Act of 2006 protect against?
Signup and view all the answers
What are counterfeit products related to trademark infringement?
What are counterfeit products related to trademark infringement?
Signup and view all the answers
What are private label 'look-alikes' in trademark infringement?
What are private label 'look-alikes' in trademark infringement?
Signup and view all the answers
What is cybersquatting?
What is cybersquatting?
Signup and view all the answers
Study Notes
Brand Dilution
- Brand dilution occurs when brand extensions harm consumer perceptions of the core brand's attributes.
- It signifies damage to a brand's reputation and value.
- Resulting from weakened positive associations or the addition of negative associations.
- Example: Krispy Kreme's "KKK Wednesday" incident exemplifies brand dilution.
- Can be detected through negative changes in consumer perceptions, declining purchase intentions, and reduced sales or market share.
- May manifest in both short-term and long-term impacts.
Sources of Brand Dilution
- Key sources include trademark infringement, brand crises, marketing mix decisions, brand leveraging, and social media influences.
Trademark Fundamentals
- A trademark is any word, slogan, or symbol identifying the source of goods or services, which can also include sounds, colors, and smells.
- A servicemark serves a similar purpose but identifies the source of services instead of goods.
Intellectual Property
- Intellectual property encompasses copyrights, trademarks, and patents.
- A patent grants exclusive rights over inventions, while copyright protects original literary works.
Registration Differences
- Domain name registration secures a web address, while trademark registration protects the commercial use of goods and services under that mark.
- A business name allows jurisdiction to operate but does not confer trademark rights; a trademark specifically relates to brand identifiers for products and services.
Strengths of a Trademark
- Levels of trademark strength range from fanciful (easy to protect, invented words) to generic (common and unprotectable terms).
- Examples include "Microsoft" (fanciful), "Apple" (arbitrary), and "creamy" for yogurt (descriptive).
Trademark Infringement
- Trademark infringement involves unauthorized use of another's mark, which can lead to confusion or deception regarding the original trademark.
- Counterfeit goods constitute about 5% of global trade, amounting to $1.77 trillion.
- Other forms of infringement may include private label look-alikes (imitating design/trademark) and cybersquatting (registering domain names to profit).
Trademark Protection
- The Trademark Dilution Revision Act of 2006 addresses two key issues: blurring (whittling away brand associations) and tarnishment (adding negative associations).
Studying That Suits You
Use AI to generate personalized quizzes and flashcards to suit your learning preferences.
Description
Explore the concept of brand dilution as presented in MRKT 317 Chapter 13. This quiz covers definitions and implications of brand dilution, alongside trademark and patent insights from USPTO video materials. Test your understanding of how brands can be adversely affected and the importance of maintaining a distinct brand identity.
