Title

Branding Law and the Internet

Authors

Ross Petty

Comments

For full text, please contact the Babson Faculty Research Fund.

Abstract

The internet allows brands to readily obtain a global selling presence but they also may suffer internet branding risks such as cybersquatting, the unauthorized use of trademarks by third parties as metatags to attract search interest or as advertising triggers for rival ads, and the sale of brand counterfeits in both the real world and virtual worlds. In addition, the growth of social media on the web creates risks that brands may be disparaged or may mislead consumers through social media participation. This paper analyzes these legal issues and examines tactics for brand marketers to minimize these legal risks.

Academic Division

Accounting/Law

Disciplines

Law

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