Conclusion: Have Brand Marketers Gained Too Much Control?

This chapter concludes the centuries old evolution of small insignificant trade markings to modern brands that seek to attract consumer interest and ultimately loyalty in purchasing. It examines trademark dilution and the interaction between trademarks and domain names. It suggests that some brand marketers seek to use their marks to reduce competition with other branded products to the detriment of consumers. The chapter ends with a case study of 1-800 Contacts which barely defeated antitrust charges against its allegedly abusive conduct.