• Summary
  • Contents
  • Subject index

Sidney J Levy is an internationally recognized writer whose ideas began to influence marketing executives in the late 1940s. They continue to impact today on: how we think about marketing's role in management; how managers develop product and brands; how they understand their consumers; and how corporate and academic researchers investigate marketplace concerns. Brands, Consumers, Symbols and Research is a comprehensive collection of Sidney J Levy's essays and studies of marketing.

Brands, Trademarks, and the Law
Brands, trademarks, and the law
Sidney J.Levy
Dennis W.Rook

Entertainer Johnny Carson failed recently to stop a suburban Detroit outhouse manufacturer from calling its portable toilets “Here's Johnny.” A U.S. District Court Judge ruled in the case that use of the phrase, “Here's Johnny” on portable outhouses does not constitute trademark infringement. (Carson later won on appeal.)

In St. Louis last year a Federal Appeals Court upheld a lower court decision prohibiting the Seven-Up Company from using Quirst as the name for a new noncarbonated lemon drink. The court concluded that the Quirst name trespassed upon the Squirt Company's Squirt mark for its carbonated grapefruit beverage.

In Boston, a U.S. District Judge barred the sale of T-shirts emblazoned with a big yellow M similar to ...

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