Article: Protecting Brand Value on the Internet.(trademark laws)(Brief Article)(Column)

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, cyber-squatting 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 ...

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