COLLEN IP: The Sharing Economy: Maintaining a Dynamic Presence Through Fluid Trademarks

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The Brand Experience is being shared on a 'peer to peer' basis through the explosion of social media. The challenge for brand owners is to maintain control of their trademarks yet continuously interact with consumers on social media. Fluid trademarks stretch the boundary of trademark protection even further as their dynamic nature combines with the sharing mindset to make consumer misuse of the brand even harder to prevent. Read Part 3.

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