ISBN 9780521259309,Trade Marks and Brands: An Interdisciplinary Critique

Trade Marks and Brands: An Interdisciplinary Critique



Cambridge University Press

Publication Year 2010

ISBN 9780521259309

ISBN-10 0521259304

Paper Back

Number of Pages 471 Pages
Language (English)

Industrial relations & trade unions law

Developments in trade marks law have called into question a variety of basic features, as well as bolder extensions, of legal protection. Other disciplines can help us think about fundamental issues such as: what is a trade mark? What does it do? What should be the scope of its protection? This volume assembles essays examining trade marks and brands from a multiplicity of fields: from business history, marketing, linguistics, legal history, philosophy, sociology and geography. Each chapter pairs lawyers' and non-lawyers' perspectives, so that each commentator addresses and critiques his or her counterpart's analysis. The perspectives of non-legal fields are intended to enrich legal academics' and practitioners' reflections about trade marks, and to expose lawyers, judges and policy-makers to ideas, concepts and methods that could prove to be of particular importance in the development of positive law.

Table of Content
Part I. Legal and Economic History
1. The Making of Modern Trade Mark Law, The Construction of the Legal Concept of Trade Mark (1860-1980) Lionel Bently
2. The Making of Modern Trade Mark Law: The U.K., 1860-1914. A Business History Perspective David Higgins
Part II. Current Positive Law in the E.U. and the U.S.
3. Between a Sign and a Brand: Mapping the Boundaries of a Registered Trade Mark in European Union Trade Mark Law Jennifer Davis
4. "See Me, Feel Me, Touch Me, Hea[r] Me" (and maybe smell and taste me too): I Am a Trademark - A U.S. Perspective Jane C. Ginsburg
Part III. Linguistics.
5. 'How Can I Tell the Trade Mark on a Piece of Gingerbread from All the Other Marks on It?' Naming and Meaning in Verbal Trade Mark Signs Alan Durant
6. What Linguistics Can Do For Trade Mark Law Graeme Dinwoodie
Part IV. Marketing
7. Brand Culture: Trade Marks, Marketing and Consumption Jonathan Schroeder
8. Images in Brand Culture: Responding Legally to Professor Schroeder's Paper David Vaver
Part V. Sociology
9. Trade Mark Style as a Way of Fixing Things Celia Lury
10. The Irrational Lightness of Trade Marks: a Legal Perspective Catherine Ng
Part VI. Law and Economics
11. A Law and Economics Perspective on Trade Marks Andrew Griffith
12. The Economic Rationale of Trademarks: An Economist's Critique Jonathan Alfred
Part VII. Philosophy
13. Trade Marks as Property: A Philosophical Perspective Dominic Scott, Alex Oliver and Miguel Ley Pineda
14. An Alternative Approach to Dilution Protection: A Response to Scott, Oliver and Ley Pineda Michel Spence
Part VIII. Anthropology
15. An Anthropological Approach to Transactions Involving Names and Marks, Drawing on Melanesia James Leach
16. Traversing the Cultures of Trade Mark Sphere: Observations on the Anthropological Approach of James Leach Megan Richardson
Part IX. Geography
17. Geographical Indications: Not All Champagne and Roses Bronwyn Parry
18. (Re)Locating Geographical Indications: A Response to Bronwyn Parry Dev Gangjee