Title

Brand Protection at Coca-Cola --It’s the Real Thing

Comments

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

Abstract

Coca-Cola historically has been recognized as one of the leaders in brand protection in the early 20th century. This book chapter examines the broad range of its activities and explores how Coke’s tactics are still important to today’s brand managers. It also raises the question of whether Coke’s activities went too far in protecting its brand, but limiting competition from other brands to the ultimate detriment of consumers.

Disciplines

Commercial Law | Intellectual Property Law

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