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Perspectives of a Trademark Attorney on the Branding of Innovative Products
Author(s) -
Hemnes Thomas M. S.
Publication year - 1987
Publication title -
journal of product innovation management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.646
H-Index - 144
eISSN - 1540-5885
pISSN - 0737-6782
DOI - 10.1111/1540-5885.430217
Subject(s) - trademark , documentation , business , product (mathematics) , selection (genetic algorithm) , closing (real estate) , brand names , marketing , advertising , law , political science , computer science , geometry , mathematics , finance , artificial intelligence , programming language
One of the most important decisions facing new products managers is the selection of a brand name. Far too often, this decision is postponed or treated casually, leading to a myriad of later problems. Thomas Hemnes, a practicing trademark attorney, discusses these problems. He notes the importance of the choice of both the trademark and generic names for the new product and also provides helpful guidance. In addition, he discusses particular needs for documentation and record keeping, linked to both trademark selection and trademark maintenance. Finally, he draws important distinctions between trademark and patent registration, closing with a discussion of differences between practices in the United States and elsewhere in the world.