LEGAL NEWS & VIEWS
Protecting Brands in a Global Legal Minefield
Douglas J. WoodANA
Globally, brand protection is a balancing act of many conflicting policies — unfair competition, respect for intellectual property, and consumer protection. In a global market, this balance is viewed inconsistently from country to country and can become a brand manager's nightmare. In the United States, the model favors open dissemination of truthful information and the belief that well informed consumer will make wiser purchasing decisions. Thus, the legal regime to protect brands is well developed. In other countries, the mere idea of an open market...