MGT 3300 Chapter Notes - Chapter 8: Apple Corps, Nabisco, Breakfast Cereal
Document Summary
Same brand, but different items (i. e. apple electronics) individual product a particular product within a product line. Lanham act (of 1946) spells out what kinds of marks (including brand names) can be protected and the exact method of protecting them. Law applies to goods shipped in interstate or foreign commerce. Doesn"t force registration of brand family brand the same brand name for several products. Federal fair packaging and labeling act (of 1966) requires that consumer goods be clearly labeled in easy-to-understand terms to give consumers more information warranty explains what the seller promises about its product (reduce consumer risk) Shopping for this doesn"t mean comparing the buyer wants that special product and willing to search for it. Willingness to search not the extent of searching. Any branded product that consumers insist on by name = specialty product unsought products products that potential customers don"t yet want or know they can buy.
