Empirical Substantiation of Sport Trademark Dilution: Quasi-Experimental Examination of Dilutive Effects

Cho, Sung-Ho

doi:10.1123/jlas.2013-0015

Cited by 3 publications

(1 citation statement)

References 30 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The complaint also contended adidas asserts no clothing can have any stripes without infringing upon adidas' trademarks and accused the brand of being a trademark bully. Some sport brands argue adidas is within their rights to protect its brand from infringement (Cho 2015); others believe adidas has over-policed its marks and may be filing frivolous claims (Howard et al 2000). Regardless, adidas has retained ownership of their mark for many years which can seemingly be attributed to their strategy of pursuing litigation against use of stripes on apparel, merchandise, and trademark registration applications.…”

Section: Adidas's Strategymentioning

confidence: 99%

A Tale of Two Trademarks: A US Analysis of the Protection Strategies of adidas and Converse

Brown

Brison

2018

Entertainment and Sports Law Journal

View full text Add to dashboard Cite

Each day consumers are presented with numerous advertisements and marketing communications regarding goods and services. To break through the clutter, strong brands must have products and services that are distinguishable to consumers. Unfortunately, as brands seek to become more identifiable, they may be confronted with competing products that will use similar names, packaging or slogans to influence consumer purchase decisions. One of the best strategies to combat unfair marketing tactics by competitors is through the registration and protection of a trademark. Recently, adidas and Converse have been characterized as being aggressive in their trademark protection strategies. Using these companies as a foundation, the purpose of this article is to provide guidance to sport brands regarding trademark enforcement and protection. First, the authors discuss the history of adidas and Converse and their approaches to trademark protection. Next, the strategies of these companies are compared and contrasted. Lastly, the authors provide recommendations to sport brands regarding best trademark protection practices.

show abstract

Section: Adidas's Strategymentioning

confidence: 99%

A Tale of Two Trademarks: A US Analysis of the Protection Strategies of adidas and Converse

Brown

Brison

2018

Entertainment and Sports Law Journal

View full text Add to dashboard Cite

show abstract

A Theoretical Explanation of Sport Trademark Litigation: Already v. Nike and Forever 21 v. Adidas

Cho

Brison

Brown

et al. 2021

Journal of Global Sport Management

View full text Add to dashboard Cite

Empirical Investigation of Sport Trademark Dilution Using Contingent Valuation Method

Cho

Lee

Won

et al. 2020

Journal of Sport Management

View full text Add to dashboard Cite

Under the federal trademark law, owners of famous sport trademarks may bring legal claims against unauthorized users of their marks under the infringement and dilution theory. Although the rationale of trademark infringement has been supported by various notions of consumer psychology and law and economics, the theory of dilution has been criticized for the lack of empirical support. This study investigated whether the junior use of major sport trademarks would have dilutive effects on the senior marks in financial terms. The study employed the contingent valuation method, a technique designed to estimate the economic values of nonpecuniary assets such as trademarks. A total of 140 subjects were exposed to dilutive information while they purchased sport brand merchandise. A series of pre- and posttests revealed that moderately famous sport trademarks suffered dilutive harm from junior use, whereas exceptionally famous marks were immune to the dilutive effects. Theoretical and practical implications were discussed.

show abstract

Empirical Substantiation of Sport Trademark Dilution: Quasi-Experimental Examination of Dilutive Effects

Cited by 3 publications

References 30 publications

A Tale of Two Trademarks: A US Analysis of the Protection Strategies of adidas and Converse

A Tale of Two Trademarks: A US Analysis of the Protection Strategies of adidas and Converse

A Theoretical Explanation of Sport Trademark Litigation: Already v. Nike and Forever 21 v. Adidas

Empirical Investigation of Sport Trademark Dilution Using Contingent Valuation Method

Contact Info

Product

Resources

About