According to the article of Nike, the owner of Nike Company, Carolyn Davidson, utilize their branding strategies, which help the company become a supper victor in the world of brands. Even though at the beginning the company was small and nobody believed Nike would become extremely successful at that moment, Davidson still insist to copyright the company’s name as well as the trademark. However the article does not clearly reveal the importance of copyright the trademark and brand name.
To begin with, the enterprise should really make effort to create customer loyalty. Undoubtedly loyal buyers can help boost the sales. Copyright and branding can help differentiate its products and service from its competitors; the company also can build a bond with its buyers and establish customer loyalty. In addition, without copyrighting the trademark, once the company expends and builds a good reputation, it is possible and easier for other people to counterfeit. This could affect the company from financial perspective and undermine the company’s reputation. Indeed, a famous trademark can really be benefited from stronger protection.
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