Trademarks

Using an interdisciplinary approach, this text explains the legal enigma of trademarks to brand owners and the business advantage of trademarking to the lawyer, whilst providing a unique insight into all aspects of trademarking. For many companies, brands are now their most valuable assets - yet there is insufficient knowledge within business in general of legal systems that exist to allow brand owners to protect these assets. Equally, few trademark lawyers fully understand the commercial significance of these legal systems for the success of brand-based businesses. Adopting an interdisciplinary approach, Trademarks divulges the legal enigma to the brand owner, and the business advantage of trademarking to the lawyer, whilst providing a unique insight into all aspects of trademarking for all those fascinated by this channel for success Front Matter....Pages i-xiv What is a Trademark?....Pages 1-12 How to Create Trademarks....Pages 13-39 How to Protect Trademarks....Pages 40-58 Trademark Management....Pages 59-73 Managing and Exploiting Brands....Pages 74-94 Case History: The ‘Transax’ Story....Pages 95-101 The Future of Trademarks and Branding....Pages 102-111 Back Matter....Pages 112-130