The regulation of practices that promote brand interest: a “3Cs” guide for consumer brand managers

Abstract

Purpose

This research seeks to examine the regulation of practices that promote brand interest. Its goal is to develop a comprehensive conceptual framework of such practices.

Design/methodology/approach

A comprehensive search of US marketing laws and regulations was conducted to find cases and regulations pertaining to practices that promote consumer interest in a particular brand. These practices were then arranged into categories by their method of influencing consumer behavior.

Findings

The 3Cs approach appears to provide a useful conceptual model for consumer brand managers. This model allows managers to consider the applicable case law and regulations for each type of practice.

Originality/value

The conceptual model developed here is the first of its kind. It provides a useful tool for consumer brand managers who are considering various practices to promote brand interest. It helps brand managers evaluate the legal risks of the various practices they are considering.

Citation

Petty, R.D. and Lindsey‐Mullikin, J. (2006), "The regulation of practices that promote brand interest: a “3Cs” guide for consumer brand managers", Journal of Product & Brand Management, Vol. 15 No. 1, pp. 23-36. https://doi.org/10.1108/10610420610650855