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Vol 21 No 11 Nov/Dec 2016

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Brand Protection Matters

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ISBN13: 9780421569300
ISBN: 0421569301
Published: December 1997
Publisher: Sweet & Maxwell Ltd
Country of Publication: UK
Format: Hardback
Price: Out of print



Brands have become the single most important asset of many business organisations today. The need to protect them from unauthorised copying, imitation and unfair competition is vital. But what can be done? Brand Protection Matters informs the reader of the various legal means available to protect brands (including copyright, trade marks, patents, designs etc.) and provides practical advice on how different aspects of a brand can be protected. Starting with analysis of a brand, the book considers the subject of brand protection from both a marketing and a legal perspective. The author considers each aspect of a brand separately (that is, its shape, packaging, marketing, advertising etc) to provide a comprehensive overview of the position. The book concludes with an analysis of the shortcomings of the current legal regime and puts forward a proposal to fill the gaps.

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Subjects:
Intellectual Property Law
Contents:
The anatomy of a brand. The legal framework. Protecting product appearance. Protecting product packaging. Brand stretching and merchandising. Advertising and promotion. Comparative advertising. A proposal for change.