|
|
Article: Protecting Brand Value on the Internet.(with Anticybersquatting Consumer Protection Act of 1999, Uniform Domain Name Dispute Resolution under Internet Corporation for Assigned Names and Numbers)(Brief Article)
- Article from:
- San Diego Business Journal
- Article date:
- July 17, 2000
- Author:
CopyrightCOPYRIGHT 2000 CBJ, L.P. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
Just mention the names Yahoo and eBay, and you will realize how quickly a new brand can enter a consumer's consciousness. Branding is one of the hottest issues now in the management of start-up Internet and high-tech companies. The conventional wisdom that many years are required to establish brand value has fallen by the wayside. New companies are creating brand value in a matter of months.
Given the value of branding, how does a company prevent piracy, cybersquatting and other improper use of its brand on the Internet?
Trademark and unfair competition law remains an important, traditional tool for protecting branding in both the real and internet ...