ࡱ> k( H/ 0|DTimes New Romantt@ 0DArialNew Romantt@ 0" DTahomaew Romantt@ 0"0DWingdingsRomantt@ 0@DNew YorkRomantt@ 0 C .  @n?" dd@  @@`` /     5#$& 0AA`f3f3@8  R ʚ;i8ʚ;g4HdHd@ 0ppp@  <4!d!d@x 0t<4dddd@x 0tv0___PPT10 6___PPT9{?X- November 7, 2007 Dr. Eli SeggevO  = "Legal Pitfalls of Brand Management##<Dr. Eli Seggev  The SpeakerAcademics Marketing professor: strategy, research, consumer behavior, advertising, entrepreneurship Business Founded two marketing research companies Pioneered customer satisfaction research in large organizations Developed computer simulations of marketing strategy outcomes Founding member of high-tech startup Litigation Research Conducted research and gave expert testimony in Federal Courts  PZP P)P~P%PPAP Z)~%    A  Focus of DiscussionBuilding a Strong Brand Protecting a Brand Branding-Related LitigationMLikelihood of confusion Dilution Secondary meaning Genericness Legal strength Surveys in Litigation ResearchMarketing research (following strict  legal precedent guidelines) is a  must Survey evidence replaces individual testimony Survey results, when properly obtained, are perceived as  hard facts rather than opinions As a result, surveys open the door to settlement Z *, f e 0,5 0,5 #Likelihood of Confusion Measurement Likelihood of Confusion Results Likelihood of Confusion Results SummaryBranding strategy doesn t end with brand name selection Policing successful brands is the responsibility of the marketing department Court decisions are heavily impacted by objective, quantifiable resultsP@\\.\DISPLAY1Q  0` r77f3/Ʊ` fff` KfxP` 7_/U<ff` HghXs3q̙` WXcklugti~^ӤO` ־3f3f` 33^` J%xiff3>?" dd@,?nFd@  d nF@ d`nF n?" dd@   @@``PP   @ ` ` p>>L0 rj(  6 T ~  "~  c B@CW DEF"d@ W @W @W W @`".~  c B,CW DEF"d@ W ,W ,@`". \ ~  "~  c B CDEF"@   @`"(4  c B C DEF"d@ @`"(W4  c BtC DEF"d@t t tt@`"~   c B CDEF"@ @`"([4W   c B CDEF"d@ @`"(4   c B CDEF"2@  @`"(4[   c BC DEF"d@ @`"_   c BC DEF"@ @`"  c BC DEF"@  @`"\  B- ?"0F  T Click to edit Master title style! !$  0- "0 - RClick to edit Master text styles Second level Third level Fourth level Fifth level!     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S < 6@- `P  9 T*    < 6@" `  - V*   H < 0޽h ? ̙3380___PPT10.mͰ( PDH(  D D 0u9 P   9 B*   D 0y9    9 D*   D 619 `P  9 B*   D 6H9 `  9 D*  H D 0޽h ? ̙3380___PPT10.m(ϰ  0L0  P(  r  S - - r  S P-@`  - l  <-  Guest lecture in Prof. Goodrich s Marketing Strategy class Florida Atlantic University Boca Raton, FL gg  <- w DNovember 7, 2007H  0޽h ? ̙33___PPT10i.mN+D=' /= @B +   08L0  0(   x  c $0-0F  - x  c $-0 - H  0޽h ? ̙33___PPT10i.m`վ+D=' /= @B +S'  08L0 ?7` Pg(  Px P c $d-0F  -  P 6-"`0 ,$D  0 BBrand Development P 6H-"` 0 ,$D  0 ABrand Management P 6-"`0 ,$D  0 BMarketing Strategy  P@ BZG ;H0 I ;Ԕ 0,$@  0  P@ BZG ;H0 I ;Ԕ p ,$@  0r  P <-` ,$D  0 HBrand Defensef  P@ BZG*H~I*Ԕ +,$@  0H P 0޽h ??`PP P PP P P ̙33___PPT10|..mN+^TDd' -= @B D' = @BA?%,( < +O%,( < +D{' =%(D#' =%(D' =A@BBBB0B%(D' =1:Bvisible*o3>+B#style.visibility<*P%(D' =+4 8?\CB#ppt_xBCB#ppt_xB*Y3>B ppt_x<*PD' =+4 8?dCB1+#ppt_h/2BCB#ppt_yB*Y3>B ppt_y<*PDA' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+B#style.visibility<* P%(D' =+4 8?\CB#ppt_xBCB#ppt_xB*Y3>B ppt_x<* PD' =+4 8?dCB1+#ppt_h/2BCB#ppt_yB*Y3>B ppt_y<* PD' =A@BBBB0B%(D' =1:Bvisible*o3>+B#style.visibility<*P%(D' =+4 8?\CB#ppt_xBCB#ppt_xB*Y3>B ppt_x<*PD' =+4 8?dCB1+#ppt_h/2BCB#ppt_yB*Y3>B ppt_y<*PDA' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+B#style.visibility<* P%(D' =+4 8?\CB#ppt_xBCB#ppt_xB*Y3>B ppt_x<* PD' =+4 8?dCB1+#ppt_h/2BCB#ppt_yB*Y3>B ppt_y<* PD' =A@BBBB0B%(D' =1:Bvisible*o3>+B#style.visibility<*P%(D' =+4 8?\CB#ppt_xBCB#ppt_xB*Y3>B ppt_x<*PD' =+4 8?dCB1+#ppt_h/2BCB#ppt_yB*Y3>B ppt_y<*PDA' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+B#style.visibility<* P%(D' =+4 8?\CB#ppt_xBCB#ppt_xB*Y3>B ppt_x<* PD' =+4 8?dCB1+#ppt_h/2BCB#ppt_yB*Y3>B ppt_y<* PD' =A@BBBB0B%(D' =1:Bvisible*o3>+B#style.visibility<* P%(D' =+4 8?\CB#ppt_xBCB#ppt_xB*Y3>B ppt_x<* PD' =+4 8?dCB1+#ppt_h/2BCB#ppt_yB*Y3>B ppt_y<* P++0+P0 ++0+P0 ++0+P0 ++0+ P0 +1  08L0   p(  x  c $/0F  / J  08/3f"`@p,$D  0 hConceptual or inherent strength (Relationship between the inherent meaning of the brand and the product)$i I*  0| /3f"` @p,$D  0 HCommercial or acquired strength (Consistent brand exposure to consumers)$I )  0/"`p* ,$ 0 Arbitrary relative to the product benefits - memorable Cleverly suggesting nature or product benefits Courts give inherently strong brands broader protection (variations + line extension)2fVfV  0</ Z ,$ 0 q/Examples: Amazon, Google, Rolex, Doritos, Pepsi&0(  0/F 0& ,$ 0 How well is the brand known to consumers  awareness Inherently weak brands can acquire strength.bb  0 / F 0,$ 0 s1Examples: American Airlines, Nationwide Insurance&2*H  0޽h ? ̙33___PPT10.mN+%D' 9= @B D' = @BA?%,( < +O%,( < +D' =%(D' =%(D>' =A@BBBB0B%(D' =1:Bvisible*o3>+B#style.visibility<*%(D' =-m6Bbox(in)*<3<*D' =%(D' =%(DX' =A@BBB B0B%(D' =1:Bvisible*o3>+B#style.visibility<*%(D' =-6B+checkerboard(across)*<3<*D' =%(D' =%(DF' =A@BBBB0B%(D' =1:Bvisible*o3>+B#style.visibility<*%(D' =-u6Bdiamond(in)*<3<*D' =%(D' =%(D>' =A@BBBB0B%(D' =1:Bvisible*o3>+B#style.visibility<*%(D' =-m6Bbox(in)*<3<*D' =%(D' =%(DX' =A@BBB B0B%(D' =1:Bvisible*o3>+B#style.visibility<*%(D' =-6B+checkerboard(across)*<3<*D' =%(D' =%(DF' =A@BBBB0B%(D' =1:Bvisible*o3>+B#style.visibility<*%(D' =-u6Bdiamond(in)*<3<*+P+0+0 ++0+0 ++0+0 ++0+0 ++0+0 ++0+0 +!  08L0 k(   x  c $9/0F  / dB   <D) @@    BP;/< ,$  0 GBrand is successfulC   T@/? ?"6?@`NNN?N ,$D  0 MAnother brand imitates itH   T$D/? ?"6?@`NNN?N p ,$D  0 RConfrontation & Legal action  <C/   <Lifetime   <L/  D,$ 0 g3Dilutes brand distinctiveness and reduces strength44H  0޽h ? ̙33y___PPT10Y.mN+i YD' R/= @B Dx' = @BA?%,( < +O%,( < +D{' =%(D#' =%(D' =A@BBBB0B%(D' =1:Bvisible*o3>+B#style.visibility<* %(D' =+4 8?\CB#ppt_xBCB#ppt_xB*Y3>B ppt_x<* D' =+4 8?dCB1+#ppt_h/2BCB#ppt_yB*Y3>B ppt_y<* Dn' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+B#style.visibility<* %(D' =+4 8?\CB#ppt_xBCB#ppt_xB*Y3>B ppt_x<* D' =+4 8?dCB1+#ppt_h/2BCB#ppt_yB*Y3>B ppt_y<* D' =%(D' =%(DT' =A@BBB B0B%(D' =1:Bvisible*o3>+B#style.visibility<*%(D' =-6B'blinds(horizontal)*<3<*Dn' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+B#style.visibility<* %(D' =+4 8?\CB#ppt_xBCB#ppt_xB*Y3>B ppt_x<* D' =+4 8?dCB1+#ppt_h/2BCB#ppt_yB*Y3>B ppt_y<* D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+B#style.visibility<* %(D' =+4 8?\CB#ppt_xBCB#ppt_xB*Y3>B ppt_x<* D' =+4 8?dCB1+#ppt_h/2BCB#ppt_yB*Y3>B ppt_y<* D' =4@BBBB%(D' =1:Bvisible*o3>+B#style.visibility<* %(D' =+4 8?\CB#ppt_xBCB#ppt_xB*Y3>B ppt_x<* D' =+4 8?dCB1+#ppt_h/2BCB#ppt_yB*Y3>B ppt_y<* +p+0+ 0 ++0+0 +   08L0 $\(  (x $ c $L_/0F  /  $ c $8H/0<$ 0 / H ( 0޽h ? ̙33KC___PPT10#..m`վ+̲D ' 9= @B Dn ' = @BA?%,( < +O%,( < +D' =%(D)' =%(D' =ABBB@B0B%())))?D' =1:Bvisible*o3>+B#style.visibility<*$%(D' =%(D)' =%(D' =ABBB@B0B%())))?D' =1:Bvisible*o3>+B#style.visibility<*$!%(D' =%(D)' =%(D' =ABBB@B0B%())))?D' =1:Bvisible*o3>+B#style.visibility<*$!3%(D' =%(D)' =%(D' =ABBB@B0B%())))?D' =1:Bvisible*o3>+B#style.visibility<*$3?%(D' =%(D)' =%(D' =ABBB@B0B%())))?D' =1:Bvisible*o3>+B#style.visibility<*$?N%(+8+0+$0 +    08L0 (\(  (x ( c $8f/0F  /  ( c $8g/0<$ 0 / H ( 0޽h ? ̙33  ___PPT10 ..m`վ+̲D* ' 9= @B D ' = @BA?%,( < +O%,( < +D' =%(D)' =%(D' =ABBB@B0B%())))?D' =1:Bvisible*o3>+B#style.visibility<*(O%(D' =%(D)' =%(D' =ABBB@B0B%())))?D' =1:Bvisible*o3>+B#style.visibility<*(O}%(D' =%(D)' =%(D' =ABBB@B0B%())))?D' =1:Bvisible*o3>+B#style.visibility<*(}%(D' =%(D)' =%(D' =ABBB@B0B%())))?D' =1:Bvisible*o3>+B#style.visibility<*( %(+8+0+(0 +  08L0 d\ ,(  ,x , c $H{/0F  /   , 6|/@,$  0 Do you think these products are put out by the same company, are put out by different companies, or you don t know?tt  , 6/0 @/ ,$  0 Do you think they are put out by companies that are affiliated, connected or associated with one another, they are put out by companies that are not affiliated, connected or associated with one another, or you don t know?H , 0޽h ? 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