A less biased way to determine trademark infringement? Asking the brain directly
- Written by Zhihao Zhang, Assistant Professor of Business Administration, University of Virginia
Neuroimaging could help the courts better distinguish between two similar trademarks.RichVintage/E+ via Getty ImagesDoes the toothpaste Colddate infringe upon the trademark of Colgate? Some might think this is a no-brainer. But in a 2007 lawsuit between the two brands, Colgate-Palmolive lost on the grounds that the two brands were...
