Law of the Brand The – 9781868729296

Description

We live in a world in which brands dominate. Whether it is a product (such as Nike or McDonald’s) or a person (such as David Beckham), branding is everywhere, and everyone’s doing it. Few, however, are aware of the legal implications of what they’re doing. This title is set to change that. Although by no means a ‘law book’, this title deals with the most important legal aspects of branding. In an accessible and often irreverent style, it examines the mind-boggling changes that have taken place to the concept of branding over recent years, the very important issues that should be considered when new brands are created and put into use, why and how to register a trademark, the consequences of entering into various branding agreements, and the proper management of brand portfolios. In the process, the title discusses in detail the high-profile cases that have recently appeared in the press, such as those involving the laugh it off t-shirts, www.neverflysaa.com, rooibos tea and Bafana Bafana.
It is a practical, easy-to-read and at times light-hearted title, aimed at the small businessman, the lawyer who doesn’t specialise in intellectual property, and the advertising, branding and mark