IDEAS home Printed from https://ideas.repec.org/a/aza/jbs000/y2014v3i2p111-120.html
   My bibliography  Save this article

Brand and legal sitting in a tree… Brand protection at Wounded Warrior Project

Author

Listed:
  • Reiner, Abby V.

Abstract

Nonprofits walk a fine line between wanting everyone to feel a part of the mission while protecting their trade marks from brand dilution or infringement. Sometimes the very well intentioned can do more harm than good. When a nonprofit protects the integrity of its brand and assets, it unfortunately must contend with the negative public relations ramifications, justified or not. So how can a nonprofit proactively walk that fine line? This paper describes the growing nonprofit sector, unique perceptions of nonprofit brand and brand management and one relatively young nonprofit's strategy on brand protection, specifically through a lens tinted with — not tainted by — the legal perspective.

Suggested Citation

  • Reiner, Abby V., 2014. "Brand and legal sitting in a tree… Brand protection at Wounded Warrior Project," Journal of Brand Strategy, Henry Stewart Publications, vol. 3(2), pages 111-120, June.
    • Handle: RePEc:aza:jbs000:y:2014:v:3:i:2:p:111-120
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/3259/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/3259/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    nonprofit; intellectual property; nonprofit brand; brand management; brand law; nonprofit trademark portfolio; brand protection;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jbs000:y:2014:v:3:i:2:p:111-120. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.