Cover -- The Law of Reputation and Brands in the Asia Pacific -- Series -- Title -- Copyright -- Contents -- Notes on the contributors -- Foreword -- Editors' preface -- Part I: Trade marks and brands -- 1: What is the value of a brand to a firm? -- I. Overview -- II. Brands and reputation, a marketing perspective -- III. Brands and reputation, strategic management -- Brands and internal strategic alignment -- Brands and strategic signalling -- Brands and partners' strategies -- IV. Brands and reputation: a legal perspective -- The function protected by trade mark registration -- TRIPS and the extent of protection granted to registered trade marks -- Extended protection for well-known trade marks -- V. Concluding remarks -- 2: The social benefits and costs of trade marks and brands -- I. Introduction -- II. Law and economics of trade marks and brands -- III. Economic evidence on the social value of trade marks and brands -- IV. Evidence from contested cases -- Case 1: Coca-Cola's claim over 'World Famous in New Zealand' -- Case 2: The US-Australian Ugh boots dispute -- Case 3: The Cadbury 'purple' debate in Australia -- Case 4: McDonald's versus MacTea in Singapore -- Case 5: McDonald's versus 'McCurry' in Malaysia -- V. Future research and policy -- Key research need - improving public knowledge about trade mark enforcement -- Key policy issue - identifying and addressing anti-competitive usage of brands -- Self help - actions by firms themselves -- Part II: Personal reputation -- 3: Legal and cultural approaches to the protection of the contemporary celebrity brand in the Asia Pacific region -- I. Introduction -- II. Right of publicity, passing off and defamation -- (a) Right of publicity -- (b) Passing off -- (c) Defamation -- III. Cultural studies - deriving key insights -- (a) The celebrity as defined by widespread public identification.

(b) The celebrity as a cultural sign -- (c) Interim observations - the celebrity brand -- IV. The celebrity brand and passing off: a cultural-legal approach -- (a) Goodwill and well-knownness of the contemporary celebrity -- (b) Misrepresentation and affective transfer -- V. Conclusions -- 4: No personality rights for pop stars in Hong Kong? -- The right of publicity and its American origins -- Limited personality rights in Hong Kong -- Fertile conditions for developing strong personality rights -- Failure to provide strong personality rights -- The future of personality rights in Hong Kong -- Conclusion -- 5: Fashioning personality rights in Australia -- Introduction -- Reformist legislation -- Common law 'incrementalism' -- Part III: Brands and personality -- 6: Protection of reputation in the trade mark and copyright laws of Malaysia and Singapore: Divergence and a cultural exploration -- I. Introduction -- II. Protecting reputation in trade mark law: the dilution debate -- (a) Malaysia -- (b) Singapore -- III. Protecting reputation in copyright law: the moral rights debate -- (a) Singapore -- (b) Malaysia -- IV. The perspectives of Islam and Confucianism on dilution and moral rights -- 7: Reproduction rights in US trade mark law -- I. Introduction -- II. Trade marks and copyrights -- III. The significance of reproduction in trade mark jurisprudence -- (a) Likelihood of confusion -- (b) Dilution -- (c) Establishing secondary meaning -- (d) Merchandising rights and aesthetic functionality -- (e) Limitations on assignments and licensing -- IV. Conclusion -- 8: From magic charms to symbols of wealth: Well-known trade marks in Indonesia -- I. Introduction: trade mark laws in the post-colonial context of developing countries -- II. The emergence of local well-known brands in Indonesia.

III. The arrival of foreign well-known marks during the period of the 'New Order' government -- IV. Recognition of well-known trade marks in Indonesian courts and in legislative reforms -- V. Conclusion -- 9: Names as brands: Moral rights and the 'unreasonable' pseudonym in Australia -- I. Introduction -- II. The moral rights system in Australia -- Moral rights and reputation - the legislative scheme -- The trade mark function of a name -- III. Names, pseudo-names and other identifiers - a historical perspective -- Some accepted uses of pseudonymity and anonymity -- The treatment of the pseudonym in copyright law -- Pseudonymity and moral rights -- Negative aspects of the right to a pseudonym, and a legislative solution -- Reasonable in the circumstances? -- Truths and untruths in naming -- IV. Conclusion -- Part IV: Measures -- 10: The use of survey evidence in Australian trade mark and passing off cases -- I. Introduction -- II. Methodology -- III. Descriptive analysis -- IV. Empirical model -- V. Commentary: why so little survey evidence, and so little reliance? -- VI. Policy proposals -- Appendix A - Variable definitions -- 11: The place of expert evidence in unfair competition cases: The Australian experience -- I. Introduction -- II. The role of expert evidence - facts and opinion -- III. Applying the rules in a brand protection case -- The scope and extent of the plaintiff's reputation -- Confusion -- Damage -- IV. Some relevant Australian cases -- Red Bull -- The Cadbury litigation over the use of the colour purple -- V. Some comparisons and closing observations -- Part V: New horizons -- 12: Geographical Indications: Europe's strange chimera or developing countries' champion? -- I. What are GIs? -- II. The Australian wine industry -- III. GIs in Australia -- IV. GIs and developing countries -- V. Conclusions.

13: Branding indigenous peoples' traditional knowledge -- I. Introduction -- II. Branding as a positive strategy -- III. Defensive branding -- Safeguarding against third-party uses -- Resorting to trade marks and geographical indications as the best options available -- IV. Conclusion -- Index -- Cambridge Intellectual Property and Information Law.

Considers current pressures to expand legal protection given to reputation and brands in the Asia Pacific region and the associated controversies.

Description based on publisher supplied metadata and other sources.

Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2018. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.