Contents

pp v-vi

List of figures

pp vii-vii

List of tables

pp viii-viii

List of contributors

pp ix-x

Introduction

pp 1-10

PART I - Brands, price theory and business studies' perspectives

pp 11-12

1 - An introduction to the competitive effects of branding

pp 13-24

2 - Bayer or Walgreen's? The relationship of premium and value brands in the United States

pp 25-47

3 - The value of brands and the challenge of free-riding

pp 48-72

PART II - Brands and competition law

pp 73-74

4 - Brands, competition, and antitrust law

pp 75-112

5 - Brands and brand management: insights from marketing for antitrust

pp 113-127

6 - Brands and market power: a bird's-eye view

pp 128-137

7 - The two sides of brand marketing: reconsidering competition law governing distribution restraints

pp 138-145

8 - Brands, product differentiation and EU competition law

pp 146-178

9 - Private labels, brands and competition law enforcement

pp 179-200

PART III - Brands and IP law

pp 201-202

10 - Trademark dilution and the management of brands: implications of the Trademark Dilution Revision Act for marketing and marketing research

pp 203-216

11 - Trade mark law meets branding?

pp 217-237

12 - Brands, firms and competition

pp 238-260

Index

pp 261-270