Randa Hernandez Trademarks Definition: According to the textbook, Global Business Today, trademarks is the designs and names, often officially registered, by which merchants or manufacturers designate and differentiate their products. (Hill & Hult, 2020) Summary: Marking your Trade: Cultural Factors in the Prolongation of Trademarks, by Melnyk, Giarratana, and Torres (2014), explores the different ways in which a trademark is chosen and the prolongation of the use of a trademark if the company chooses not to terminate it. Additionally, it educates the reader on why it is important for global firms to use trademarks to prevent any form of “copycatting” by global competitors. (Melnyk, Giarratana, & Torres, 2014) After careful review of the article chosen, I was able to understand the two types of trademarks, the importance of choosing a trademark, and ways in which different companies make decisions to either prolong the use of their trademark or terminate it. Discussion: The aim of a trademark is to ensure that the associative links between elements of the brand design and the brand are unique for consumers. (Melnyk, Giarratana, & Torres, 2014) The article, Marking Your Trade: Cultural Factors in the Prolongation of Trademarks, names the two types of trademarks as “brand-identification and brand-association trademarks.” Brand-identification’s goal is to simplify consumers' efforts in identifying the brand, on the other hand, brand-association is “the informational or design elements that can be used with or without a brand name.” (Melnyk, Giarratana, & Torres, 2014) For instance, brand identification trademarks are brands such as Adidas, Vans, etc. Trademarks such as these are not limited to just the United States, but internationally. Additionally, with choosing to trademark a brand, comes having to spend a significant amount of time and money. When we think of trademarks, we often think of a brand, but do not put much thought into the funds put into trademarking such brand. The monetary side of it is what either prolongs the use of trademarks or terminates it. Melnyk, Giarratana, & Torres (2014) describe how a firm “must file a trademark application for each class of goods/services as well as pay application and renewal fees. Importantly, firms must submit proof of sufficient use in commerce in each of the classes of goods/services in which the trademark is filed.” Because of this, firms or businesses with enough time and money, usually are the ones with prolongated trademarks that are usually renewed after long periods of times without the need of termination. Lastly, trademarks, as we mostly know them, are there for the protection of one’s brand. If hard work and money is put into a brand, of course, a firm would find the need to protect its work and reputation from “copycats.” Unfortunately, there will always be people who take someone else’s brand and rearrange a few things to make it unique to them regardless of such trademarks. Overa ...

1. Randa Hernandez
Trademarks
Definition:
According to the textbook, Global Business Today, trademarks
is the designs and names, often officially registered, by which
merchants or manufacturers designate and differentiate their
products. (Hill & Hult, 2020)
Summary:
Marking your Trade: Cultural Factors in the Prolongation of
Trademarks, by Melnyk, Giarratana, and Torres (2014),
explores the different ways in which a trademark is chosen and
the prolongation of the use of a trademark if the company
chooses not to terminate it. Additionally, it educates the reader
on why it is important for global firms to use trademarks to
prevent any form of “copycatting” by global competitors.
(Melnyk, Giarratana, & Torres, 2014) After careful review of
the article chosen, I was able to understand the two types of
trademarks, the importance of choosing a trademark, and ways
in which different companies make decisions to either prolong
the use of their trademark or terminate it.
Discussion:
The aim of a trademark is to ensure that the associative links
between elements of the brand design and the brand are unique
for consumers. (Melnyk, Giarratana, & Torres, 2014) The
article, Marking Your Trade: Cultural Factors in the
Prolongation of Trademarks, names the two types of trademarks
as “brand-identification and brand-association trademarks.”
Brand-identification’s goal is to simplify consumers' efforts in
identifying the brand, on the other hand, brand-association is
“the informational or design elements that can be used with or
without a brand name.” (Melnyk, Giarratana, & Torres, 2014)
For instance, brand identification trademarks are brands such as
Adidas, Vans, etc. Trademarks such as these are not limited to

2. just the United States, but internationally. Additionally, with
choosing to trademark a brand, comes having to spend a
significant amount of time and money. When we think of
trademarks, we often think of a brand, but do not put much
thought into the funds put into trademarking such brand. The
monetary side of it is what either prolongs the use of trademarks
or terminates it. Melnyk, Giarratana, & Torres (2014) describe
how a firm “must file a trademark application for each class of
goods/services as well as pay application and renewal fees.
Importantly, firms must submit proof of sufficient use in
commerce in each of the classes of goods/services in which the
trademark is filed.” Because of this, firms or businesses with
enough time and money, usually are the ones with prolongated
trademarks that are usually renewed after long periods of times
without the need of termination. Lastly, trademarks, as we
mostly know them, are there for the protection of one’s brand.
If hard work and money is put into a brand, of course, a firm
would find the need to protect its work and reputation from
“copycats.” Unfortunately, there will always be people who take
someone else’s brand and rearrange a few things to make it
unique to them regardless of such trademarks. Overall, having a
trademark, nationally or globally, comes with many obligations
in order to continue the success of a brand and its firm. I
believe having a trademark is well worth the money and time as
it will benefit the brand and add to the success of a business.
Citations:
Crass, D., & Schwiebacher, F. (2017). The importance of
trademark protection for product differentiation and innovation.
Economia e Politica Industriale, 44(2), 199-220.
doi:http://dx.doi.org.ezproxy.liberty.edu/10.1007/s40812-016-
0058-1
Melnyk, V., Giarratana, M., & Torres, A. (2014). Marking your
trade: Cultural factors in the prolongation of trademarks.
Journal of Business Research., 67(4), 478–485.
https://doi.org/10.1016/j.jbusres.2013.06.003
Yang, L., Yin, X. and He, Y. (2018), Trademark protection,

3. quality improvement and exports in developing countries. World
Econ, 41: 3242-3254. doi:10.1111/twec.12468
Chelsee Redmond
RE: Patent
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a. Definition of the Key Term: Patent: Grants the inventor of a
new product or process exclusive rights to the manufacture, use,
or sale of that invention
b. Summary: In the article titled “Some Facts of High-Tech
Patenting” it discusses how patent production has shifted
significantly since the early 2010’s from physical patents to
more technologically based patents. Companies like IBM,
Microsoft and Google have all submitted several patents over
the recent years that include cloud production, artificial
intelligence and software. The United States has continued to
lead the way in production of software patents, but a close
second is Japan, so we will see what the future holds when it
comes to technology patenting.
c. Discussion: When reading the article, it made points of how
our patent system has changed over the years. We are leaning
towards technology-based patents more than ever. The article
talked about the difference in each technology patent. This
includes Artificial Intelligence which essential are robots of
some kind that assists in activities of daily living. It then talked
about security technology to help protect and assist us when
there is potential danger online or in person. Finally, it
discussed the importance of keeping our information available
online to be able to refer to anything and this is called a
“cloud”. The three top Companies that are leading the way on
these technologies are based in the United States, Japan and
Korea. They are opening so many possibilities but with that can
come skepticism and worry that how far is too far when it
comes to technology.
d. Citations:

4. Some Facts of High-Tech Patenting. (2018, September 4).
Retrieved from https://hbswk.hbs.edu/item/some-facts-of-high-
tech-patenting
Patent.docx Patents. (2019, December 31). Retrieved from
https://www.uspto.gov/patent
Duhigg, C., & Lohr, S. (2012, October 8). The Patent, Used as
a Sword. Retrieved from
https://www.nytimes.com/2012/10/08/technology/patent-wars-
among-tech-giants-can-stifle-competition.html
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