Protecting Your Brand

Please read Case study and complete discussion questions below.  Protecting your brand is important. It is especially important the larger your market becomes. If you fail to protect your brand early on, when your market is small or a competitor’s market is small, will you lose the right to enforce and protect your intellectual property later on? “Off Brands” are generally marketed to resemble the brand name item but sold at a lower cost. This happens all the time – soda pop, facial tissue, and a myriad of other items. Why is Pepperidge Farm upset? Should they be? What do they hope to gain from this case? What do you think the outcome was (guess, don’t Google)? Keep in mind where and to whom the products are sold. Do not Google this case or the result until after the due date and for goodness sake don’t post what you found on Google on the discussion board.

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