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December 18, 2024

Practice Work Shop (PWS) On “Does Criticizing A Product Negatively Impact The Reputation Of The Product’s Market Leader’s Brand?”

Featuring: Manish Kumar

During the last PWS session, Manish Kumar, Trainee Associate, hosted a discussion on “Does criticizing a product negatively impact the reputation of the product’s market leader’s brand?” The session commenced with the discussion on a recent interim order in Marico Limited vs. Alpino Health Foods and the law in place in relation to generic disparagement, including relevant case studies. The session progressed with the members discussing whether product disparagement extends to a market leader when the brand name has not been used, including how implied associations and indirect criticisms might influence consumer perception and brand equity. The session concluded with a consensus that criticizing a product could indeed harm the reputation of the market leader’s brand. However, the extent of the impact would depend on specific circumstances, such as the nature of the criticism, the context in which it is made, and the strength of the association between the criticized product and the market leader’s brand in the minds of consumers.

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