Brand Protection at Coca-Cola --It’s the Real Thing
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.
Commercial Law | Intellectual Property Law
Petty, Ross, "Brand Protection at Coca-Cola --It’s the Real Thing" (2010). Babson Faculty Research Fund Working Papers. 81.
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