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Trademark Law And Theory

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Trademark Law And Theory

A Handbook of Contemporary Research

Graeme B. Dinwoodie , Mark D. Janis

Edited by Graeme B. Dinwoodie, Professor of Intellectual Property and Information Technology Law, University of Oxford, UK and Mark D. Janis, Robert A. Lucas Chair of Law, Indiana University Maurer School of Law, US

Elgar original reference
2008 560 pp Hardback 978 1 84542 602 6
2009 Paperback 978 1 84980 019 8
ebook isbn 978 1 84844 131 6

Hardback £170.00 on-line price £153.00

Paperback £54.00 on-line price £43.20


Series: Research Handbooks in Intellectual Property series

Available as an eBook for subscribing libraries on Elgaronline.

For individuals at paper price on Google ebooks and

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‘All students, young and older, in the burgeoning field of trademark law, whether interested in domestic aspects only or those in the broader international arena, will find a lot to catch and hold their interest in this collection of challenging essays by leading international scholars.’
– David Llewelyn, King’s College London, UK

Contributors: G.W. Austin, B. Beebe, L. Bently, R. Burrell, J. Davis, G.B. Dinwoodie, S.L. Dogan, R.C. Dreyfuss, G.E. Evans, A. Firth, S. Frankel, J.C. Ginsburg, E. Goldman, T. Hays, M.D. Janis, A. Kur, M.A. Lemley, C. Long, B. Ong, M. Spence, R. Tushnet, C. Visser

Further information

This important research Handbook brings together a set of illuminating works by the field’s leading scholars to comprise one of the broadest and most far-reaching overviews of trademark law issues. Organized around three areas of inquiry, the book starts by offering a rich variety of methodological perspectives on trademark law. Reflecting the multifaceted nature of contemporary trademarks, contributors have drawn from law and economics, political science, semiotic theory, and history. The Handbook goes on to survey trademark law’s international landscape, addressing indigenous cultural property, human rights issues, the free movement of goods, and the role of substantive harmonization. It concludes with a series of forward-looking perspectives, which focus on trademark law’s intersection with the laws of advertising and free speech, copyright law, cyberspace regulation, and design protection.

Discussing critical future issues regarding trademark protection and its relationship with other social policies, this Handbook will be of great interest to legal scholars, trademark lawyers and law students. It will also be of interest to academics in marketing, business, consumer psychology, and economics

Full table of contents



1. From Communication to Thing: Historical Aspects of the Conceptualisation of Trade Marks as Property
Lionel Bently

2. The Semiotic Account of Trademark Doctrine and Trademark Culture
Barton Beebe

3. A Search-Costs Theory of Limiting Doctrines in Trademark Law
Stacey L. Dogan and Mark A. Lemley

4. Trade Mark Bureaucracies
Robert Burrell

5. The Political Economy of Trademark Dilution
Clarisa Long

6. Fundamental Concerns in the Harmonization of (European) Trademark Law
Annette Kur

7. Substantive Trademark Law Harmonization: On the Emerging Coherence Between the Jurisprudence of the WTO Appellate Body and the European Court of Justice
Gail E. Evans

8. The Free Movement (or not) of Trademark Protected Goods in Europe
Thomas Hays

9. The Trademark Law Provisions of Bilateral Free Trade Agreements
Burton Ong

A. Trademarks and Speech
10. Reconciling Trademark Rights and Expressive Values: How to Stop Worrying and Learn to Love Ambiguity
Rochelle Cooper Dreyfuss

11. Truth and Advertising: The Lanham Act and Commercial Speech Doctrine
Rebecca Tushnet

12. Restricting Allusion to Trade Marks: A New Justification
Michael Spence

B. Limiting the Scope of Trademark Rights
13. Protecting the Common: Delineating a Public Domain in Trade Mark Law
Jennifer Davis

14. Tolerating Confusion About Confusion: Trademark Policies and Fair Use
Graeme W. Austin

15. Online Word of Mouth and its Implications for Trademark Law
Eric Goldman

C. Trademarks and Traditional Knowledge
16. Trademarks and Traditional Knowledge and Cultural Intellectual Property Rights
Susy Frankel

17. Culture, Traditional Knowledge and Trademarks: A View from the South
Coenraad Visser

D. The Edges of Trademark Protection
18. Of Mutant Copyrights, Mangled Trademarks, and Barbie’s Beneficence: The Influence of Copyright on Trademark Law
Jane C. Ginsburg

19. Signs, Surfaces, Shapes and Structures – The Protection of Product Design Under Trade Mark Law
Alison Firth


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