Slogans: US and EU legal protection for slogans that identify and promote the brand
Ross D. Petty, Susanna H.S. Leong and May O. Lwin
Marketers believe that a brand’s essence can often be distilled down to a simple phrase or sentence that captures both the soul of the brand and its unique selling proposition.
Slogans: US and EU legal protection for slogans that identify and promote the brand
Ross D. Petty
Babson College
Susanna H. Leong
National University of Singapore
May O. Lwin
Nanyang Technological University
Introduction
Marketing experts extol the marketing...