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When a firm has been granted a trademark, which grants legal protection against other firms using ...

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When a firm has been granted a trademark, which grants legal protection against other firms using ...

Question 1.

________ describes the actions a firm takes to maintain the differentiation of its product over time.

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Advertising

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Brand management

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Product differentiation

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Aggressive marketing

Question 2.

When a firm has been granted a trademark, which grants legal protection against other firms using the name of the product that has been granted the trademark, the firm

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does not have to worry about legally enforcing the trademark; this is the responsibility of the legal system.

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must spend an annual amount on advertising the product each year; the amount it must spend is negotiated by the firm and the government agency that grants the trademark.

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still faces the possibility that the name will become widely used and no longer associated with a specific company.

▸

still must apply for a copyright and a patent to ensure that no other firm will use the product's name.

Textbook

InMicro

Edition: 1^st

Authors: Hubbard, O'Brien

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