BRAND LOYALTY & LOYALTY OF BRANDS: A SYMBIOTIC RELATIONSHIP

Brand loyalty has become a truism in trademark discourse. Consumers tend to formulate their purchasing decisions by the power of consumption-momentum. That is to say they buy what they have already bought in the past and opt for the brands that they have already had a positive experience with. Experienced consumers manifest devotion to their preferred brands. This is the essence of Brand Loyalty. But should this Brand Loyalty be reciprocated by the brand owner? Is there such loyalty by the brand towards the consumer? Should the brand owner sustain the quality of products covered by his brand? Even more so, should he maintain any other defining attribute of the product (or service) marketed under his brand? And are such demands from the brand owner still of relevance in an age of expanding outsourcing? This paper explains why all of these questions should be answered in the affirmative. This paper argues that just as there is Brand Loyalty, there is (or, at least, there should be) Loyalty of the Brand. My assertion is that Loyalty of the Brand constitutes a morally sound concept which is inherently compatible with the general philosophy underlying trademarks and brands, and which rests firmly on numerous legally accepted disciplines and doctrines that form the backbone of commercial-contractual law. Loyalty of the Brand, thus, constitutes the counterbalance to Brand Loyalty, and should exist on par; not only as a legal phenomenon but as a practical one as well. It is, in the context of brand-consumer relationship, the other side of the same coin.&nbsp

“Measuring the Immeasurable”—the Effects of Trademark Regimes: a Case Study of Arab Countries

When the law sets out rules and standards it also sets in motion a complex set of mechanisms that determine how the law is implemented and how it functions. Thus, the “law in books” and the “law in action” are, in more ways than one, distinct creatures, separated at birth, leading separate lives. Trademark law is no exception.This research introduces, through data analysis, a method for measuring and assessing the effects of trademark law on countries. In constructing this model I have focused on four Arab countries. However, the model itself is applicable to all countries. Indeed, the comparative data that is presented in this research relates to various countries around the world

Dubai\u27s New Intellectual Property-Based Economy: Prospects for Development Without Dependency, 9 J. Marshall Rev. Intell. Prop. L. 84 (2009)

The Emirate of Dubai has, as a result of deliberate policy actions, been able to reinvigorate, indeed to reinvent, its Intellectual Property Potential. That is to say Dubai has boosted its ability to be the originator (and creator) of intellectual property subject-matter, rather than merely a consumer thereof. Dubai has achieved the two conditions through which an intellectual property régime becomes a valuable national asset for a country with an initially low Intellectual Property Potential; namely a structured regulatory framework coupled with effective infrastructure- related action. Dubai\u27s undertakings in the intellectual property sphere go to show that even a country that has an initially low Intellectual Property Potential and a high reliance on raw materials, can chart its own distinct path towards an intellectual property rich economy