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Journal of Intellectual Property Rights (JIPR) >
JIPR Vol.17 [2012] >
JIPR Vol.17(4) [July 2012] >
| Title: | Marks and Brands: Conceptual, Operational and Methodological Comparisons |
| Authors: | Yang, Deli |
| Keywords: | Mark
Brand
Brand management
Intellectual property |
| Issue Date: | Jul-2012 |
| Publisher: | NISCAIR-CSIR, India |
| Abstract: | People
tend to use brands and marks interchangeably due to their similarities.
However, they are often non-substitutable to each other. This paper
systematically examines the similarities and differences of these two terms in
conceptual, operational and methodological manners
taking account of history and international dimensions. Such clarification is
important given the increasing significance of marks and brands for all
stakeholders (rather than consumers only). The paper starts with the
definitional understanding about the two terms. It then focuses on the history
of these two terms to reveal how their evolvement has been. Next, it discusses
their similarities and differences, including the concepts, operations and
measurements. The paper concludes with the implications of these clarifications
for research and education, and for relevant stakeholders, such as managers,
policy makers and consumers. |
| Page(s): | 315-323 |
| CC License: |  CC Attribution-Noncommercial-No Derivative Works 2.5 India |
| ISSN: | 0975-1076 (Online); 0971-7544 (Print) |
| Source: | JIPR Vol.17(4) [July 2012]
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