Read more about What makes a great brand? A legal perspective.
What makes a great brand? A legal perspective.
According to Brandchannel.com (Interbrand), great brands share the following principal attributes: (1) a compelling idea; (2) a resolute core purpose; and (3) a central organized principle.[1] What else do Interbrand’s top 100 brands of 2013 share [2]? Nearly every brand incorporates a strong source-identifying trademark. US trademark law evaluates the strength of a trademark along the following continuum (from weakest rights to strongest rights): generic, descriptive, suggestive, arbitrary, and fanciful. What is a generic term? Office Supply Store when used in...