Social Media: New Challenges for Brand Owners
Trademark professionals worldwide have turned their attention to the power of social media and its effects on trademarks and brands. What was once considered to have a benign impact on brands is now a challenge to overcome for many trademark owners.
The challenge for trademark owners in social media environments is not so much brand confusion, but rather in dealing with and being relevant in open, uncontrolled, and unregulated global communication networks where their relevance, reputations, image and statements are subject to immediate and massive commentary and opinion which can have a direct effect on their revenue and longevity.
The meaning of a trademark/brand as a symbol of reputation takes on a whole new meaning in this environment because the control over reputation can easily shift from the brand owner to the consumer/observer/publisher community. Trademark/brand owners are learning that keeping or harder yet, regaining control requires taking an active role in these communities by fully participating as a community member.
Steven Weinberg, an attorney with Cowan, DeBaets, Abrahams & Sheppard LLP, discusses the realities of twitter, Facebook and other social media vehicles that face the trademark industry in the in the July issue of Client Times Online. Read on.
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