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Branding TV, 2nd Edition by Alan Batten, Walter McDowell

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19CHAPTER

Legal Issues Surrounding Branding: Branding and the Law

 

Steven J. Dick, Ph.D

A brand is the cutting edge of the corporate identity. It may be the only part of a marketing effort that breaks through to customer, and it is absolutely necessary that it breaks through cleanly. Although the rest of this book discusses how to create a brand, this chapter looks at how to protect it as a corporate asset. After all the effort to create a brand, it would be a shame to lose your work because of the actions of someone else. In many cases, legal help will be necessary to interpret your specific situation. However, this chapter should give you the general idea.

In the days of the old American West, branding quite literally meant to burn ...

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