Well-Known Marks and Social-Media Brand Extensions : Protecting Reputation in the Digital Marketplace

Introduction : Previously, a trademark mainly served as a mark that recognized the source of goods or services. In the digital economy today, however, a successful trademark can have a commercial identity that goes beyond the original product for which the trademark was created. An automobile manufacturer can now start engaging in crypto-finance, a fashion brand can introduce cosmetics, and a tech company may offer its customers programs about entertainment, education, and online payments....