Abstract
Traditionally, trademarks are viewed from the legal perspective, and the responsibility for important trademark decisions rests with top management. Court interpretations, emerging regulatory directions, and proposed legislation have encouraged the extension of trademark strategy in many marketing activities; however, they have also placed limitations on trademark rights and uses. Marketers have the opportunity to develop a strategic orientation for top management decision making by devising an effective trademark strategy. Successful formulation and implementation of this strategy requires that marketers become aware of the legal opportunities and limitations in the use of trademarks.
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