Meeting of the Minds

Applifying Your Brand Protection Strategy

Karl M. Braun and Maddalena R. Zefferino

©2014. Published in Landslide, Vol. 7, No. 1, September/October 2014, by the American Bar Association. Reproduced with permission. All rights reserved. This information or any portion thereof may not be copied or disseminated in any form or by any means or stored in an electronic database or retrieval system without the express written consent of the American Bar Association or the copyright holder.

Welcome to the Great “Appscape.”

Brand owners are constantly seeking more ways to directly engage consumers with new products. With the rise in popularity of smartphones and tablets, brand owners now interact directly with consumers through social media, particularly with applications, or “apps.”

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