WHAT SHOULD LEGO MANAGEMENT DO TO PROTECT ITS TRADEMARK, OPERATING SYSTEM, AND APPLICATION? PROVIDE AT LEAST TWO ALTERNATIVES AND DISCUSS THE PROS AND CONS OF EACH.© BrainMass Inc. brainmass.com August 17, 2018, 3:03 am ad1c9bdddf
First of all, Lego should trademark its brand name and logo, ie, Lego brand and logo, so that other companies cannot misuse the company's brand name and use similar brand name to sell their products. Trademark is a must for Lego as it will prevent other companies to use similar looking brand names, such as the "Legos" mentioned in the case and thus, avoid confusion in the minds of the consumer as no other company will be tempted to use similar brand name and Lego will have the right to sue that company for infringement of trademark.
Apart from protecting its brand name via trademark, Lego's management has several alternatives to protect its operating system and application. However, we will mainly discuss here copyrights and patents. Both these alternatives have their own pros and cons and thus, Lego's management need to evaluate these alternatives in an extensive manner to make the correct choice.
Let us first start with Patent. Lego can acquire patent on its proprietory software technology, invention and the operating system. The major benefit of patent ...
WHAT SHOULD LEGO MANAGEMENT DO TO PROTECT ITS TRADEMARK, OPERATING SYSTEM, AND APPLICATION? PROVIDE AT LEAST TWO ALTERNATIVES AND DISCUSS THE PROS AND CONS OF EACH.