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Branding in the Collaborative or Sharing Economy

Legal Implications for Intellectual Property and Consumer Outreach

February 4, 2014 The "Collaborative Economy" or "Sharing Economy" describes an economic system where consumers prefer to share, rather than purchase, goods and services. It seeks to empower consumers and free them from the burdens of ownership. This White Paper explores the tension between intellectual property and the collaborative philosophy. We suggest how brand owners can maintain and protect their valuable intellectual property assets and remain relevant players in the collaborative marketplace without violating the law. We also offer practical advice for branding in the collaborative economy and best practices in the following areas: Trademarks, Copyrights, Advertising & Marketing, Counterfeit and Grey Market Goods, and Patents.

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