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11/13/2019· Branding - Brand Management

Consumer Brand Confusion: When Might Consumers Confuse One Brand for Another?

By: Brent Coker, PhD

One common disgruntlement brands have against other brands is similarity. In the courts, brands argue that another brand is too similar, and that this causes confusion whereby consumers may believe there is an affiliation between the brands.

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9/21/2019· Internet Marketing

The Rise of Vaping - How Viral Marketing Techniques Might Fuel Adoption

By: Brent Coker, PhD

I was recently invited to provide informal pro-bono advice to a law firm organizing a class action lawsuit against JUUL – a supplier of vaping products. Part of their argument was the idea that JUUL were engaged in unlawful viral marketing – inciting peer pressure by using advanced marketing techniques.

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