Suneal Bedi
Assistant Professor | Indiana University, Kelley School of Business
Bloomington, IN, UNITED STATES
Suneal Bedi's research focuses on business relevant questions that sit at the intersection of law, marketing, and public policy.
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Biography
Professor Bedi’s areas of expertise include intellectual property, marketing ethics/law, and brand strategy. His research employs multiple methods (including quantitative, philosophical, and experimental) to answer business relevant questions that sit at the intersection of law, marketing, and public policy.
His work has been published or is forthcoming in the Indiana Law Journal, the UC Davis Law Review, the Ohio State Law Journal, the Hastings Business Law Review, Mind Your Marketing, amongst other journals. Professor Bedi has also written for the New York Time, San Francisco Chronicle, US News and World Report, Forbes Magazine, The Washington Post, and other media outlets. In addition, he has assisted with patent and trademark disputes providing theoretical and empirical analysis and routinely provides branding/ethics consulting.
Before academia, Professor Bedi worked as a corporate private equity attorney at Ropes & Gray LLP. He received his J.D. from Harvard Law School, an M.S. in Marketing from The Wharton School, and a joint PhD in Marketing and PhD in Business Ethics from The Wharton School at the University of Pennsylvania.
Industry Expertise (2)
Education/Learning
Advertising/Marketing
Areas of Expertise (7)
Business Ethics
Brand Strategy
Higher Education
First Amendment
Marketing Ethics
Marketing Law
Intellectual Property
Education (4)
The Wharton School - University of Pennsylvania: Ph.D., Business Ethics
The Wharton School - University of Pennsylvania: M.S., Marketing
Harvard Law School: J.D.
Swarthmore College: B.A.
Media Appearances (5)
OPINION: Are online dating companies swiping left on Black Lives Matter?
Thomson Reuters Foundation News online
2020-06-13
Black Lives Matter, but just not enough to stand a chance on dating apps. In the last two weeks, most dating apps have proclaimed that they stand in solidarity with black people in the United States. Yet, their own data suggest widespread discrimination against people of color on their platforms.
Americans Saw Their Country As More Politically Stable After the Capitol Assault. Why?
U.S. News & World Report online
2021-04-13
There has been an abundance of commentary on the effects of Jan. 6 on our country, our citizens and the rest of the world. However, most of this has just been speculation … until now. In collaboration with the U.S. News & World Report Best Countries Rankings and BAV Consulting, we annually survey people around the world on their views of various countries. This year's survey was delayed to capture the influence of the U.S. presidential election. It was fortuitous that Jan. 6 fell in the middle of our data collection. This allowed us to compare the differences in perceptions of the United States before this historic protest and after.
The branding of a pandemic: what works and what doesn’t
San Francisco Chronicle online
2020-03-13
A successful business needs more than a good product: It needs good branding. While businesses understand the power of branding, scientists and public health officials underestimate how strong branding can promote their goals. Ignoring branding is especially unfortunate in the case of health crises, including the current coronavirus outbreak.
America Great Again? Not According to Americans
US News online
2020-01-15
THE 2020 US News Country Rankings show the United States moving up overall from No. 8 in 2019 to No. 7 this year. It seems that maybe the "Make America Great Again" policies have been paying off.
Why the U.S. Needs to Act On its Brand
US News online
2018-03-20
APPLE, STARBUCKS, Singapore Airlines, and Cartier are all well-known. Their popularity is not a fluke – it comes from managing and investing carefully in building their brands. Why do companies invest in their brands? It is not just to feed their egos. They do so because it is economically beneficial to their firms. A strong well-known brand allows a firm to either sell more product or charge a higher price. Often, it is both.
Articles (2)
Measuring Trademark Dilution by Tarnishment
Indiana Law Journal
2019 The law of trademark tarnishment — a type of trademark dilution — is in disarray. The basic definition is deceptively simple. Trademark tarnishment occurs when a junior mark harms the reputation of a substantially similar existing senior trademark by associating itself with something perverse or deviant. However, it turns out that Congress and the courts disagree over the prima facie evidence necessary to prove its existence. The problem is that federal law and related legal principles are simply ill-equipped to adequately analyze this unique market driven doctrine.
Boycotting as Ethical Consumerism
Kelley School of Business Research Paper No. 19-43
2019 Boycotting in response to corporations making political or social statements is an ever-increasing phenomenon. While some have argued that boycotting is an impermissible form of consumer behavior, this article argues that boycotting should be considered a form of ethical consumerism. Historically, ethical consumerism has focused on charitable giving and sustainable consumption — behaviors that utilize consumer market power to do “good”.
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