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    Which Reputations Does a Brand Owner Need? Evidence from Trade Mark Opposition 
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    • Which Reputations Does a Brand Owner Need? Evidence from Trade Mark Opposition
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    • Which Reputations Does a Brand Owner Need? Evidence from Trade Mark Opposition
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    Which Reputations Does a Brand Owner Need? Evidence from Trade Mark Opposition

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    Submitted version (265.7Kb)
    Publisher URL
    http://www.sfbtr15.de/61.html
    DOI
    10.2139/ssrn.1443425
    Journal
    SFB/TR 15 Discussion Paper
    Metadata
    Show full item record
    Abstract
    At least two: the reputation of their brand and a reputation for being tough on imitators of this brand. Sustaining a brand requires both investment in its reputation amongst consumers and the defence of the brand against followers that infringe upon it. I study the defence of trade marks through opposition at a trade mark office. A structural model of opposition and adjudication of trade mark disputes is presented. This is applied to trade mark opposition in Europe. Results show that brand owners can benefit from a reputation for tough opposition to trade mark applications. Such a reputation induces applicants to settle trade mark opposition cases more readily.
    Authors
    VON GRAEVENITZ, G
    URI
    http://qmro.qmul.ac.uk/xmlui/handle/123456789/6625
    Collections
    • School of Business and Management [966]
    Language
    English
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