TY  - BOOK
AU  - Kenyon,Andrew T.
AU  - Richardson,Megan
AU  - Ng-Loy,Wee Loon
TI  - The Law of Reputation and Brands in the Asia Pacific
T2  - Cambridge Intellectual Property and Information Law
SN  - 9781139340304
AV  - K1559 .L39 2012 
U1  - 346.1823048 
PY  - 2012///
CY  - Cambridge
PB  - Cambridge University Press
KW  - Brand name products -- Law and legislation -- Asia
KW  - Brand name products -- Law and legislation -- Pacific Area
KW  - Libel and slander
KW  - Names, Personal -- Law and legislation
KW  - Reputation (Law)
KW  - Electronic books
N1  - 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
N2  - Considers current pressures to expand legal protection given to reputation and brands in the Asia Pacific region and the associated controversies
UR  - https://ebookcentral.proquest.com/lib/buse-ebooks/detail.action?docID=866834
ER  -