Trade dressed to kill: don't overlook the value of your product's overall image.(INTELLECTUAL PROPERTY)

New Hampshire Business Review | July 18, 2008| | Copyright

As a business owner, one of your most valuable assets is the image of your goods or services--your product. This image is conveyed by the combined look of the product, its packaging and your place of business, collectively its "trade dress"--a term derived from the concept that the product is "dressed-up" for your customers.

Classic examples of valuable, and protectable, trade dress include the curved shape of the old Coca-Cola bottle and the pinched shape of the Haig & Haig scotch bottle, the red and yellow box of Kodak film, the decor of a Two Pesos restaurant and ...

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