Purpose – This paper aims to assert that rather than challenging brand parodies, brand owners should consider allowing them in order to expand brand equity to convey a brand personality that includes a sense of humor. Design/methodology/approach – The article analyzes recent brand product...

Purpose – This paper aims to discuss the early brand protection efforts of Coca‐Cola. Design/methodology/approach – The paper examines the hundreds of trademark infringement challenges brought by Coca‐Cola in courts and before the US Patent and Trademark Office and develops a tripartite...

Purpose – This paper aims to assert that trademark law is too restrictive and that consumers should have some rights to a brand independent of the brand owner. Design/methodology/approach – The paper examines the expansive tendency of trademark law and the concept of trademark fair use and...