Trade Marks and Brands: An Interdisciplinary Critique Book

Pt. I Legal and economic history 1

1 The making of modern trade mark law : the construction of the legal concept of trade mark (1860-1880) Lionel Bently Bently, Lionel 3

2 The making of modern trade mark law : the UK, 1860-1914 : a business history perspective David M. Higgins Higgins, David M. 42

Pt. II Current positive law in the EU and the USA 63

3 Between a sign and a brand : mapping the boundaries of a registered trade mark in European Union trade mark law Jennifer Davis Davis, Jennifer 65

4 "See me, feel me, touch me, hea(r) me" (and maybe smell and taste me too) : I am a trademark - a US perspective Jane C. Ginsburg Ginsburg, Jane C. 92

Pt. III Linguistics 105

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 Durant, Alan 107

6 What linguistics can do for trademark law Graeme B. Dinwoodie Dinwoodie, Graeme B. 140

Pt. IV Marketing 159

7 Brand culture : trade marks, marketing and consumption Jonathan E. Schroeder Schroeder, Jonathan E. 161

8 'Brand culture : trade marks, marketing and consumption' - responding legally to Professor Schroeder's paper David Vaver Vaver, David 177

Pt. V Sociology 199

9 Trade mark style as a way of fixing things Celia Lury Lury, Celia 201

10 The irrational lightness of trade marks : a legal perspective Catherine W. Ng Ng, Catherine W. 223

Pt. VI Law and economics 239

11 A law-and-economics perspective on trade marks Andrew Griffiths Griffiths, Andrew 241

12 The economic rationale of trade marks : an economist's critique Jonathan Aldred Aldred, Jonathan 267

Pt. VII Philosophy283

13 Trade marks as property : a philosophical perspective Dominic Scott Scott, Dominic Alex Oliver Oliver, Alex Miguel Ley-Pineda Ley-Pineda, Miguel 285

14 An alternative approach to dilution protection : a response to Scott Oliver and Ley-Pineda Michael Spence Spence, Michael 306

Pt. VIII Anthropology 317

15 An anthropological approach to transactions involving names and marks, drawing on Melanesia James Leach Leach, James 319

16 Traversing the cultures of trade marks : observations on the anthropological approach of James Leach Megan Richardson Richardson, Megan 343

Pt. IX Geography 359

17 Geographical indications : not all 'champagne and roses' Bronwyn Parry Parry, Bronwyn 361

18 (Re)locating Geographical indications : a response to Bronwyn Parry Dev Gangjee Gangjee, Dev 381

Bibliography 398

Index 423