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Keywords: Brand protection
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Journal Articles
Journal of Historical Research in Marketing (2012) 4 (2): 224–244.
Published: 27 April 2012
...Ross D. Petty 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...
