Shape of Things to Come
How Apple's trademark for its iPod protects its brand -- and offers lessons for other companies on how to leverage their intellectual property
On Jan. 8, the U.S. Patent and Trademark Office granted Apple Inc. a trademark for the three-dimensional shape of its iPod media player.
This was more than a recognition of an innovative product design. It also was Apple's capping piece in a multiyear marketing and legal campaign that pushed intellectual-property rights to new competitive advantage for the company.
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