Laura Heymann, ‘Trademark as Promise’

Jeremy N Sheff, ‘Marks, Morals, and Markets’, 65 Stan. L. Rev. 761 (2013). The primary theory of trademark law in the academic literature is an economic one. Trademarks are a shorthand, the theory goes, for a number of observable and unobservable qualities of products. The trademark PEPSI, to take one example, is an easy way for a consumer to identify the cola that she enjoys without having to investigate other types of information, such as the location or corporate identity of the manufacturer …” (more)

[Laura Heymann, JOTWELL, 18 November]

First posted 2013-11-18 13:40:45

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