Protecting Your Brand Against the Heartbreak of Genericide Harvard Case Solution & Analysis

Most brands, or trademarks, have substantial worth, occasionally in the billions of dollars. Trademarks shield entrepreneurial success and help prevent confusion among consumers. Logos could be lost through a procedure called 'genericide.' Genericide happens when the trademark holder does not closely monitor unauthorized utilization of brand. The holder loses the right of exclusive utilization of the brand. More often than not, monetary catastrophe ensues. Luckily, however, many weapons exist to prevent genericide, including choosing a distinctive, non-generic name when introducing the merchandise; monitoring employees' and advertisers' use of the brand; keeping track of how adversaries and others utilize the brand; and believing carefully before licensing the logo. Logo holders should assign the highest priority to tracking deliberate and negligent actions by in-house employees, competitors, and third parties to forbid devastating consequences of genericide and the heartbreak.

PUBLICATION DATE: March 15, 2013 PRODUCT #: BH517-PDF-ENG

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