Challenges to Brand Marketing 1946–1980

Academic debate over brand marketing continued after World War II influencing the Federal Trade Commission to take action. The FTC challenged a couple of market-dominating trademarks and accused the leading breakfast cereals of sharing a monopoly. It also pursued mergers between two strong brands that would increase the brands’ position in the market. Additionally, the FTC also accused ReaLemon of monopolizing the market for reconstituted lemon juice. Lastly, the Commission developed several information disclosure programs to refocus consumers on information over brand with several programs to encourage energy conservation.