Google will begin allowing advertisers in the United States to use trademarked terms in their advertisements — including ones they don’t own — a move designed to revive its sagging ad revenue but likely to irk brands that are already chafing at Google’s fast-and-loose policy toward trademark protection.
Keys: Marketing, advertising, legal issues, trademark,Ã‚Â technology
Link:Ã‚Â Ã‚Â http://www.clickz.com/3633754
Questions for discussion:
- There are a host of reasons why trademarks and brand names are legally registered as a means to protect the owners. GoogleÃ¢â‚¬â„¢s policy can hurt a firm in many ways: suppose a vendor of an unknown athletic footwear brand Ã¢â‚¬Å“XÃ¢â‚¬Â creates a Google ad using a well known brand Ã¢â‚¬Å“NikeÃ¢â‚¬Â to draw shoppers. For example, the Google ad might say Ã¢â‚¬Å“Nike runners at unbelievable pricesÃ¢â‚¬Â. However, after clicking on the ad, the shopper might be presented with the offer to buy brand Ã¢â‚¬Å“XÃ¢â‚¬Â instead. Do you think Google is Ã¢â‚¬Å“safeÃ¢â‚¬Â from irate vendors if it allows these sorts of trademark infringements?
- Is this a good strategy for the vendors of brand Ã¢â‚¬Å“XÃ¢â‚¬Â to follow?