The Wall Street Journal on Apple’s methodical pursuit of a nontraditional trademark for iPod’s three-dimensional shape, which was finally granted in January:

1. Apply for a traditional trademark on the name: “iPod”.
2. Use patents to protect against early competitors.
3. Create ads associating the unique iPod wheel with Apple.
4. Apply for additional traditional trademarks to leverage the product and strengthen the association.
5. Apply for the nontraditional trademark for iPod’s three-dimensional shape.

Apple is already following the same strategy with iPhone.

Monday, May 12th, 2008, 9:32 am    Trackback.