Diluting the brand

Companies must proactively protect their trademarks, benefits and goodwill from dilution and infringement. Justin R Blok and Claire Allshouse examine from a US standpoint

Justin R Blok and Claire Allshouse, Whitley Penn

Brand recognition and awareness are vital for companies, as they directly impact sales rates and product or service success. Therefore, using a specific trademark for consumers to associate with provides a valuable asset to companies.