chapter  11
44 Pages

Product strategies: Branding and packaging decisions

To understand the role of trademark in strategic planning, one must know what a trademark is from a legal standpoint. According to the U.S. Lanham Trade-Mark Act of 1947, trademark “includes any word, name, symbol, or device or any combination thereof adopted and used by a manufacturer or merchant to identify these goods and distinguish them from those manufactured or sold by others.” If a trademark is registered for a service, it is known as a service mark (e.g., Berlitz).