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• W3125090266 abstract "The business world has moved from using trademarks—simple symbols identifying products—to brands—rich symbols that feed business strategy. At the same time, networked and empowered consumers are using brands, brand language, and branding strategies to make decisions about what they purchase, express preferences about how corporations conduct their business, and call for changes in corporate practices. These changes are the future of commerce. But trademark law has not kept pace with either. This Article argues that because brands are governed by trademark law, the full realization of brands as information resources is hindered. Current trademark law is blinkered and confused, and consequently fails to manage all the interests at stake in the modern business environment. This failure flows from a core misunderstanding: trademark law has not grasped that it is managing brands, not trademarks. To address this shortcoming, this Article develops a new theory of trademarks: brand theory. This theory explains riddles within current trademark doctrine and provides the foundation for a new normative approach to trademarks. It expands the current information-based understanding of trademarks to embrace the possibility that trademarks can be true information resources for all stakeholders in a brand—corporations, consumers, and communities—rather than vessels for only one side’s views. In short, a brand theory of trademarks offers the opportunity to bring trademark law into the information age.  Academic Relations Manager, Google, Inc.; Associate Professor, Thomas Jefferson School of Law (on leave). The views, opinions, and statements in the work are solely the author’s and in no way reflect or should be attributed to Google’s views or positions. I thank Keith Aoki, Mario Biagioli, Barton Beebe, Robert Bone, Irene Calboli, Michael Carroll, Anupam Chander, Julie Cohen, Ed Felten, Brett Frischmann, Jens Grossklags, Justin Hughes, Sonia Katyal, Peter Lee, Mark McKenna, Neil Richards, Matthew Sag, Daniel Solove, Madhavi Sunder, and Rebecca Tushnet for their comments. I also received helpful comments from the participants at the Temple University Beasley School of Law Colloquia; Cardozo School of Law IP & Information Law Program’s IP Speaker Series; UC Davis Center for Science and Innovation Studies Workshop; Case Western Reserve University School of Law Workshop; Works-in-Progress, IP Conference, Seton Hall University School of Law; and the workshop at Loyola University Chicago School of Law. 1 Resai: From Trademarks to Brands Published by UF Law Scholarship Repository, 2012 982 FLORIDA LAW REVIEW [Vol. 64 INTRODUCTION 982 I. BRANDS PAST, PRESENT, AND FUTURE 988 A. The Corporate Side of Brands 992 1. Product Brands 992 2. Corporate Brands 994 B. The Noncorporate Side of Brands 999 1. Consumer Brands 1000 2. Community Brands 1002 C. Synthesis: The Cultural, Networked Brand 1005 II. A BRAND THEORY EXPLANATION OF TRADEMARK LAW .... 1009 A. From Direct Competition to Anonymous Source ........ 1010 B. An Expansive View of Goodwill, Merchandising, and Licensing 1011 C. Family or House Marks as Brand Extension 1019 D. Trade Dress and Branded Packaging 1021 E. Initial Interest and Post-Sale Confusion as Control of Brand Identity 1025 F. Dilution: Open Protection for Brands 1027 III. BRAND FAILURES IN TRADEMARK LAW 1029 A. Trademark Law’s Erroneous View of Consumers and Communities 1029 B. Brands as Information Resources that Enable the Co-Creation of Value 1036 CONCLUSION: A POTENTIAL NEW ORDER FOR TRADEMARK LAW ..... 1043" @default.
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• W3125090266 date "2012-09-19" @default.
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• W3125090266 title "From Trademarks to Brands" @default.
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