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Zaichkowsky (marketing, Simon Fraser U., Canada) draws upon research in consumer behavior to explain the history, evolution, and prevalence of the problem of brand imitation. Of special interest to marketing managers are her methods for guarding against brand imitation. Annotation copyright by Book News, Inc., Portland, OR

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CHOICE Review

Zaichkowsky makes you realize how much data, information, research, and lawsuits regarding name brand products actually exist. The information is sure to delight any reader looking for information on brands. There is a surprising number of references to lawsuits filed by corporations trying to save their brands. For this reason, the author discusses issues such as the history of trademarks, typical shopping scenarios, stimulus generalizations, name similarity, confusion with similar shapes and symbols, confusion with similar color, similar groupings (gestalt), and techniques for evaluating brand imitation. The book would be well suited for a law library covering business or marketing law. The singular emphasis on defending brands makes this volume a great resource for a graduate student conducting research or a product manager of a consumer item. D. C. Kimball; Elms College