Media and internet: A new brand of litigation
What do you do if you want to find your favourite brand without having to shop around? More than likely you do an internet search. And in this competitive market, what do you do if you want to reach consumers to tell them that your product is an alternative to the leading brand? More than likely you use keyword marketing to make sure your advertisement appears whenever someone does an internet search for the leading brand.
A key ruling on Google’s Adwords technology has underlined the extent that companies can control the use of their brand names by internet service providers. Shireen Peermohamed reports
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