TRADEMARK STRATEGY

Cohen, Dorothy. (1991, July). Trademark strategy revisited. Journal of Marketing, 55, 4659.

The relevance of this article to the global and national forces driving the changing roles of legal systems in a global economy is illustrated by the author's clear enunciation of the difference in perspectives between trademark protection in the United States and trademark protection in other countries, particularly in emerging economic powers (Cohen, 1991, pp. 4659). Major losses may be suffered by intellectual property holders through trademark infringement; however, an attempt by the United States to impose an American perspective on global trademark protection law will likely lead to even less protection for American trademark owners. An illustration of the problems involved with emerging economies may be appreciated through a consideration of the situation in the People's Republic of China (PRC).

As the official policy of the government of the PRC from its inception was to trade with all countries, whether

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stic affairs were maintained. That attitude continues to prevail (Obi, 1991, pp. 4648). Another action by the PRC government that has boosted foreign trade with countries such as Japan, Australia, the United States, and Canada involves intellectual property protection. The PRC provides both patent protection and trademark copyrights. Patents will be neither granted nor recognized, however, on foods, beverages, flavorings, pharmaceutical products, chemical substances, animal varieties, or plant varieties, although processes used in the production of such goods may be patented. Trademark copyrights similar to those granted in the western industrialized countries are provided in the PRC. Trademark copyright protection is provided for a 10year period, and they may be renewed in 10year increments. The United States was forced by global realities to reduce trademark protection from 20 years to 10 years (Cohen, 1991, p. 47). The Cohen (1991, pp. 4659) is logical and complete, and the author does a solid job in indicating the remaining problems involving differences between trademark protection in the United States and other countries. Primary Reference Cohen, Dorothy. (1991, July). Trademark strategy revisited. Journal
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Approximate Word count = 1835
Approximate Pages = 7 (250 words per page)