The principles of brands -- A brand is a symbol that answers the question "where did this come from?" -- Trademarks, patents, and copyrights are not created equal -- A brand is a shortcut -- Brands sum up a consumer's experiences -- Brands are worth their weight in gold -- Trademark friends and family -- Registration is not a silver bullet -- Hey! that's my brand! -- Trademark cases seek the death penalty -- Brand use rules -- General rules of use -- Rules for using the brand in text -- Tricks of the trade--the practical side of brand protection programs -- How to create your own legally enforceable brand -- Create an overall brand strategy -- Using it to avoid losing it -- Keeping the mark out of the public domain -- Avoiding split personalities : not everything is a brand -- Putting it in writing : protecting your brand in contracts -- Watching'em like a hawk : monitoring trademark use -- Slapping grubby hands : trademark enforcement -- Minding the Rs and TMs: using the appropriate trademark designations -- Playing it again : creating brand standards -- The benefits and risks of licensing.
