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 article aims to examine the US history of practices that mask the marketing content of messages to consumers and of the public policy approaches taken towards such practices. Design/methodology/approach – This research examines both primary sources such as legal challenges and...

Purpose – The purpose of this article is to examine the US history of advertising regulation, both formal and informal and public and private – particularly focused on advertising that is likely to mislead consumers about attributes, characteristics or performance of advertised products....

Purpose – This research seeks to examine the regulation of practices that promote brand interest. Its goal is to develop a comprehensive conceptual framework of such practices. Design/methodology/approach – A comprehensive search of US marketing laws and regulations was conducted to find...

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...

Purpose – The purpose of this paper is to examine the legal concepts and theories that are useful in protecting a brand from harmful and unauthorized social media use by third parties. Design/methodology/approach – Qualitative research of articles, news stories, court decisions and statutes...