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A Brand Symbolizes a Seller's Credibility

The lead into this article in today’s Oregonian captures the value of a trademark.

“Customers swore the credibility of G.I. Joe’s name was the reason they shopped at the longtime sporting goods retailer and when it was changed, the reason they stopped.

“That name — and the ideals and spirit it represented — was at the heart of efforts earlier this year by four former G.I. Joe’s executives to bring back the bankrupt and liquidated chain.”

The story goes on to talk about how a recent trademark infringement lawsuit sidetracked an effort to resurrect the bankrupt sporting goods store’s brand.

Good story, but for me what’s neat is the media’s recognition that a brand is what consumers value. It’s the reason why they make repeat purchases. It’s why consumers are loyal.

It’s also cool how brands work. Companies want to reap the benefits of customer loyalty. That motivates them to maintain the value of goods sold under the brand. Everybody wins.

Trademark Law 101, sure, but it’s still pretty cool.

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