Brand parody products: is the harm worth the howl?

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.

The article analyzes recent brand product parody lawsuits.

Recent court decisions are more likely to allow product parodies than earlier court decisions.

Rather than expensive litigation that may lead to unfavorable public opinion, brand owners should consider licensing parody products to exercise some control over product quality and parody themes.

The article proposes tactical change for brand owners to further build brand equity.