In this Presentation: A Common Marketing Myth; Brands and Trademarks; Recognizing Potential Marks; Product Configuration or Container?; Selecting Strong Marks; Clearing Proposed Trademarks; Using Trademarks Properly; Clearing Proposed Ads; and Legal Implications of Branding.

A Common Marketing Myth

MYTH: “A brand name is a noun.” “A proper noun that can be used in place of a common word.”

FACT: Trademark law views a brand as an adjective.

EXAMPLE: ROLLERBLADE® Inline Skates