The Law of Reputation and Brands in the Asia Pacific

Efforts to expand the scope of legal protection given to reputation and brands in the Asia Pacific region have led to considerable controversy. Written by a variety of experts, the essays in this book consider the developing law of reputation and brands in a fraught area.

Part I. Trade Marks and Brands: 1. What is the value of a brand to a firm? Don O'Sullivan, Kwanghui Lim and Janice Luck; 2. The social benefits and costs of trade marks and brands Christine Greenhalgh; Part II. Personal Reputation: 3. Legal and cultural approaches to the protection of the contemporary celebrity brand in the Asia Pacific region David Tan; 4. No personality rights for pop stars in Hong Kong? Peter K. Yu; 5. Fashioning personality rights in Australia Andrew T. Kenyon and Megan Richardson; 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 Khaw Lake Tee, Tay Pek San and Ng-Loy Wee Loon; 7. Reproduction rights in US trade mark law Graeme W. Austin; 8. From magic charms to symbols of wealth: well-known trade marks in Indonesia Christoph Antons; 9. Names as brands: moral rights and the 'unreasonable' pseudonym in Australia Elizabeth Adeney; Part IV. Measures: 10. The use of survey evidence in Australian trade mark and passing off cases Vicki Huang, Kimberlee Weatherall and Elizabeth Webster; 11. The place of expert evidence in unfair competition cases: the Australian experience Sam Ricketson; Part V. New Horizons: 12. Geographical indications: Europe's strange chimera or developing countries' champion? Melissa de Zwart; 13. Branding traditional peoples' traditional knowledge Susy Frankel.

Efforts to expand the scope of legal protection given to reputation and brands in the Asia Pacific region have led to considerable controversy. Written by a variety of experts, the essays in this book consider the developing law of reputation and brands in a fraught area.

Andrew T. Kenyon is a Professor of Law and Deputy Dean at the Melbourne Law School, University of Melbourne, where he is also Joint Director of the Centre for Media and Communications Law.
Megan Richardson is a Professor of Law at the Melbourne Law School, University of Melbourne, where she is also Joint Director of the Centre for Media and Communications Law and Associate Director-Law of the Intellectual Property Research Institute of Australia.
Ng-Loy Wee Loon is a Professor at the National University of Singapore Law Faculty and the Director of its LLM (IP and Technology) programme.