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Trademarks and the calculus of evolution

Emma Barraclough, Seattle

As companies expand and globalization makes the world ever smaller, it’s almost inevitable that brands will collide. Emma Barraclough considers a formula for avoiding a clash

 If you thought that trademark management was all about the law, think again. Being a strategic brand planner involves a great deal of math, says Paul Reidl, a past president of INTA. Reidl, one of the panelists on today’s session...

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