Series page

pp ii-ii

The Law of Reputation and Brands in the Asia Pacific - Title page

pp iii-iii

Copyright page

pp iv-iv

Contents

pp v-vi

Notes on the contributors

pp vii-xi

Foreword

pp xii-xiii

Editors’ preface

pp xiv-xvi

Part I - Trade marks and brands

pp 1-42

1 - What is the value of a brand to a firm?

pp 3-22

2 - The social benefits and costs of trade marksand brands

pp 23-42

Part II - Personal reputation

pp 43-98

3 - Legal and cultural approaches to the protection of the contemporary celebrity brand in the Asia Pacific region

pp 45-63

4 - No personalityrights for pop stars in Hong Kong?

pp 64-85

5 - Fashioningpersonality rights in Australia

pp 86-98

Part III - Brands and personality

pp 99-178

6 - Protection of reputation in the trade mark and copyrightlaws of Malaysia and Singapore

pp 101-118

7 - Reproductionrights in US trade mark law

pp 119-141

8 - Frommagic charms to symbols of wealth

pp 142-155

9 - Names as brands

pp 156-178

Part IV - Measures

pp 179-230

10 - The use of survey evidence in Australian trade mark and passing off cases

pp 181-202

11 - The place of expert evidence in unfair competition cases

pp 203-230

Part V - New horizons

pp 231-267

12 - Geographical Indications: Europe's strange chimera or developing countries’ champion?

pp 233-252

13 - Brandingindigenous peoples’ traditional knowledge

pp 253-267

Index

pp 268-279