The 1946 U.S. Lanham Act: Expanding Trademark Law

After World War II, most Americans were hungry for branded goods during this period of extended prosperity. The advertising industry participated in the propaganda support of the war that helped gain legitimacy for private brand advertising. The Lanham Act was enacted in 1946 that clarified and expanded trademark law. Marketing academics began to appreciate the significance of brand marketing that became a popular topic for academic studies. As businesses also began to appreciate the importance of brand marketing, many of them adopted the brand manager form of organization.