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A less biased way to determine trademark infringement? Asking the brain directly

  • Written by Zhihao Zhang, Assistant Professor of Business Administration, University of Virginia
A less biased way to determine trademark infringement? Asking the brain directlyNeuroimaging could help the courts better distinguish between two similar trademarks.RichVintage/E+ via Getty Images

Does 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...

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