Trade Marks and Brands

Overview

Brands are the most valuable assets owned by many companies and as consumers we inhabit brand saturated environments. Trade mark law provides the legal underpinnings for the protection of brands, but significant tension remains between (i) the nineteenth century foundations of trade mark law, where marks were defined as indications of commercial origin, helping consumers to find what they want and (ii) the idea that this branch of the law should protect brand image as valuable property. This half-option will provide a detailed interrogation of this tension.

This first half of this course provides an overview of trade mark law, drawing on (EU-influenced) UK trade mark law to explain basic concepts and rules. The second half is more overtly comparative, critically engaging with unresolved issues and themes of contemporary interest, such as brands and social media or celebrity image protection. This course also contrasts legal approaches with those adopted by other relevant disciplines. One prominent example is the manner in which trade mark law constructs the average consumer. Here legal assumptions are tested against the teachings of psychology, marketing, semiotics and finance.

Learning outcomes: This course provides a thorough grounding in UK and EU trade mark law, while contrasting the legal conception of the trade mark with the idea of the brand, as conceived from other disciplinary perspectives. This will entail critical engagement with the question of how far the law should go in protecting the imagery associated with brands when non-confusing associations are being made.