The Protection of Well-Known Marks Under International Intellectual Property Law

Cambridge Handbook of International and Comparative trademark Law (edited by Irene Calboli and Jane C. Ginsburg) 2020 Forthcoming

45 Pages Posted: 12 Jun 2020

Date Written: April 2020

Abstract

Advertising and the way it functions on social media platforms, such as Instagram and Facebook, is changing the way brands spend their marketing budgets away from traditional media towards social media to promote their famous and well-known marks. The Internet provides increasing opportunities for us to purchase internationally famous branded goods and services. In fact, brands are usually preceded by their reputations. Branded goods or services are often pre-advertised and pre-sold even though they are not yet physically present in the market of any particular country. Against the reality of this background, there is certainly no doubt in the minds of business-people that the reputation and goodwill attached to their famous brands have become detached from national and local borders.

Suggested Citation

Mostert, Frederick, The Protection of Well-Known Marks Under International Intellectual Property Law (April 2020). Cambridge Handbook of International and Comparative trademark Law (edited by Irene Calboli and Jane C. Ginsburg) 2020 Forthcoming, Available at SSRN: https://ssrn.com/abstract=3586336

Frederick Mostert (Contact Author)

King's College London ( email )

Somerset House East Wing
Strand
London, WC2R 2LS
United Kingdom

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