Bussinesreport.com. EEUU , 4 de Junio de 2013
Tobacco trademark ban is brand genocide
A trademark is created and sustained by being used in trading activities, for instance in advertising and on labels. The strength and value of a trademark depends on the extent of its use. If such use is discontinued, the trademark will die. Think of Studebaker for cars and Instamatic for cameras. They were famous trademarks, but have faded away.
This same scenario is about to unfold as the World Health Organization has instigated a global war against smoking and tobacco products. Several countries have banned advertising and the promotion of tobacco products and brands. The war has now entered a new phase and a second offensive has been launched with Australia at the forefront, and other countries, including South Africa, following suit.
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