Brand management in Canadian law / John S. McKeown.

Brand management in Canadian law / John S. McKeown.

Third edition.

xlviii, 324 pages ; 23 cm

9780779828074
0779828070
9780779872541 4th edition
9780459244125
9780459241568

K 37 MCK.B

"This book considers brand management from a legal perspective and in a clear and understandable fashion. The components that make up a brand, a consumer's perception of a brand, brand equity, brand leverage and integration are discussed initially. Additional chapters deal with legal considerations relating to choice of a brand name, branding on the internet, protecting the components of a brand and developing effective brand management policies. Many textbooks deal with trade mark law and other legal doctrines that apply to a brand and the components that make up a brand. However, this material does not typically provide any assistance concerning how the legal doctrines relate to brand management. This new edition adds significant new material concerning concepts such as phishing and related problems, sale of counterfeits on the internet, metatags, keywords and search engine rankings, and basic business oriented rules concerning trade mark use that are consistent with the requirements of the Act and should be followed in all cases. Updates to the publication have taken into account case law developments decided since the second edition."--Pub. desc.

Includes bibliographical references and index.

NL Stacks KE2779 M35 2010
Preserv - on site B-134794

Toronto : Carswell, c2010.

eng