How Apple’s trademark for its iPod protects its brand — and offers lessons for other companies on how to leverage their intellectual property
By David Orozco and James Conley
 
On Jan. 8, the U.S. Patent and Trademark Office granted Apple Inc. a trademark for the three-dimensional shape of its iPod media player.
 
This was more than a recognition of an innovative product design. It also was Apple’s capping piece in a multiyear marketing and legal campaign that pushed intellectual-property rights to new competitive advantage for the company.
 
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