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Branding Controversy
Information Today - Medford
Subjects: United States; Product planning & development; Legislation
Author: Pike, George H
Date: Sep 2015
Start Page: 13
Pages: 1
Section: LEGAL ISSUES
Abstract (Document Summary)

Branding has become one of the new hot topics in business in the 21st century. The goal of a brand, obviously, is to represent the product or service in a way that is recognizable, unique, and hopefully memorable to its customer base. In order to meet that goal, most brands are configured from some combination of colors, shapes, words, images, fonts, and other graphic elements. Brands, logos, and similar product identifiers are governed by trademark law. The legal protection of trademarks in the US is a product of multiple levels of protection, including federal statutes; state statutes; and historic, judge-made common-law principles governing unfair trade practices. Among those legal requirements for the registration of a trademark are that the mark not be "immoral, deceptive, or scandalous" and that it not 'disparage persons institutions, beliefs, or national symbols.'

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