Trade Marks and Brands: An Interdisciplinary Critique

Cover......Page 1
Half-title......Page 3
Series-title......Page 4
Title......Page 5
Copyright......Page 6
Contents......Page 7
List of figures and tables......Page 10
Notes on the contributors......Page 11
Editors’ preface......Page 17
Table of cases......Page 19
Table of statutes......Page 32
Part I: Legal and economic history......Page 39
1 The making of modern trade mark law: the construction of the legal concept of trade mark (1860–1880)......Page 41
The situation in mid-century......Page 42
The development of a law of trade marks, 1860–1875......Page 45
The debate over the nature of a trade mark......Page 54
Names......Page 58
Other indicia......Page 61
How did ‘trade marks’ differ from other markings on goods?......Page 65
Trade marks as indicators of geographic origin......Page 67
Towards a ‘modern’ definition of trade marks1875–1888......Page 70
Consolidating the idea of a trade mark......Page 71
Extending protection to word marks......Page 75
From positive to negative definition......Page 77
Multilateral protection......Page 78
Trade marks and business history......Page 80
Was the Trade Marks Registration Act of 1875 a success?......Page 87
Geographical Indications: from individual to community protection......Page 93
Conclusions......Page 98
Part II: Current positive law in the EU and the USA......Page 101
3 Between a sign and a brand: mapping the boundaries of a registered trade mark in European Union trade mark law......Page 103
1 The registered trade mark as a sign......Page 106
2 Limiting the domain of registrable signs......Page 112
3 Protecting the trade mark as a brand......Page 118
4 Between a sign and a brand......Page 126
4 ‘‘See me, feel me, touch me, hea[r] me’’ (and maybe smell and taste me too): I am a trademark – a US perspective......Page 130
What is (and is not) a trademark?......Page 131
Scope of protection......Page 135
Part III: Linguistics......Page 143
Introduction......Page 145
The distinctive/descriptive contrast......Page 148
Risk of ‘ordinary language confusion’......Page 149
Specialized, technical sensestrade mark law......Page 151
Descriptive......Page 152
Secondary meaning......Page 154
Generic......Page 155
Distinctive......Page 156
Descriptive......Page 157
Names and their capabilities......Page 159
Calculating signs for meaning ‘on the market’......Page 162
The ‘avoid descriptive’ imperative......Page 166
Senses in action......Page 168
Trade mark meaning and use......Page 170
Infringement and ‘non-trade mark use’ as a defence......Page 172
Interpretive use and parody......Page 175
Conclusion......Page 177
Introduction......Page 178
A Signs functioning in principle......Page 180
B Departures from reality or more complex reality......Page 183
2 Linguistics reinforcing lessons for legal scholars......Page 187
B Permissible uses......Page 188
Conclusion......Page 194
Part IV: Marketing......Page 197
7 Brand culture: trade marks, marketing and consumption......Page 199
Visual consumption......Page 200
The transformative mirror of consumption......Page 202
Architectural expression in the electronic age......Page 206
Conclusion. Interdisciplinary insights into brand culture......Page 212
8 ‘Brand culturetrade marks, marketing and consumption’ - responding legally to Professor Schroeder’s paper......Page 215
I......Page 216
II......Page 222
III......Page 224
IV......Page 229
V......Page 231
Part V: Sociology......Page 237
What is a market?......Page 239
A rear-view mirror perspective......Page 261
Objects in the mirror are closer than they appear......Page 273
Part VI: Law and Economics......Page 277
1 The aims and scope of this chapter......Page 279
2 Trade marks as signs......Page 281
3 The economic role of a trade mark......Page 283
4 The economic role of trade mark law......Page 293
5 Conclusion......Page 303
Introduction......Page 305
Trade marks as information......Page 306
Trade marks as protectors of intangible output......Page 311
The costs and benefits of trade marks......Page 316
Conclusion......Page 319
Part VII: Philosophy......Page 321
1 Are trade marks capable of being property?......Page 323
2 Does the law treat trade marks as property?......Page 328
2.1 Types of infringement......Page 330
3 What is wrong with dilution?......Page 333
3.1 Utilitarian justifications for restricting dilution......Page 334
3.2 A Lockean justification......Page 335
4 Conclusion......Page 343
Introduction......Page 344
Protection against allusion to a trade mark and the expressive autonomy of the trade mark owner......Page 346
Objections to the argument from expressive autonomy......Page 350
Limiting protection against allusion......Page 351
Conclusion......Page 354
Part VIII: Anthropology......Page 355
Introduction......Page 357
Outline of the argument......Page 359
Relations with constitutive effects. Names and marks on the Rai Coast of Papua New Guinea......Page 362
Marks and designs in Reite......Page 364
Owning names in Reite......Page 366
‘Stealing People’s Names’......Page 368
The contrasting status of names and marks in two transactional contexts......Page 371
The definition of a trade mark......Page 374
Conclusion......Page 379
16 Traversing the cultures of trade marks: observations on the anthropological approach of James Leach......Page 381
Trade mark meaning in law and in practice......Page 382
Trade marks and traditional symbols......Page 389
Part IX: Geography......Page 397
1 Introduction......Page 399
2 Concepts and ideals implicit in GIs......Page 401
3 Revisiting Champagne......Page 405
4 Legitimizing the ‘authenticity’ of place: Ellen Semple and Social Darwinism......Page 411
5 The future of GIs: the role of place in a globalizing world......Page 413
6 Conclusion......Page 417
Introduction......Page 419
A more grounded view of terroir......Page 421
Phylloxera and the response to fraud......Page 425
Is deterministic terroir sufficient to guarantee quality?......Page 426
The law of 1919: the insufficiency of origin......Page 429
The law of 1935: origin and quality assured......Page 430
Conclusion......Page 433
Bibliography......Page 436
Parliamentary papers and legislative documents......Page 459
Index......Page 461