Naming names: Trademark strategy and beyond: Part two—Dealing with rival brand names

Part one of this article examines the interplay between trademark law and marketing strategy in selecting a brand name. Part two presents several strategies for limiting the ability of rivals to select and use other brand names.Journal of Brand Management (2008) 15, 232–238. doi:10.1057/palgrave.bm.2550094; published online 29 June 2007 [ABSTRACT FROM AUTHOR]
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Petty, R. (2008, April). Naming names: Trademark strategy and beyond: Part two—Dealing with rival brand names. Journal of Brand Management , pp. 232-238.