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Protecting Your Company's Intellectual Property
book

Protecting Your Company's Intellectual Property

by Deborah E. Bouchoux
February 2006
Intermediate to advanced content levelIntermediate to advanced
272 pages
7h 7m
English
AMACOM
Content preview from Protecting Your Company's Intellectual Property

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Trademark Basics

At the core of every successful business are the trademarks the business uses to identify its products and services. Trademarks not only identify the offeror of a product or service but also provide assurances of quality and consistency to consumers. For instance, consumers know that the BIG MAC® they buy in Poughkeepsie is the same as one purchased in Boston.

Careful mark selection is critical to achieving consumer recognition of the company’s products and services. For example, when one sees a print ad of a celebrity with a milk mustache, one immediately knows that the caption “Got Milk?” will be displayed. Just a few bars ...

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Publisher Resources

ISBN: 9780814426111