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.

Autorentext

TOM BLACKETT is Group Deputy Chairman of the Interbrand Group plc. He has contributed to several books on brands including The World's Greatest Brands (Macmillan, 1996) and Brands : the New Wealth Creators (Macmillan, 1997).

Inhalt

Introduction PART 1: WHAT IS A TRADEMARK PART 2: HOW TO CREATE TRADEMARKS PART 3: HOW TO PROTECT TRADEMARKS PART 4: TRADEMARK MANAGEMENT PART 5: MANAGING AND EXPLOITING BRANDS PART 6: THE FUTURE OF TRADEMARKS AND BRANDING