Consumer Value as the Key to Trade Mark Functionality.
This article identifies the central role of consumer perceptions of value in design and marketing literature. Relying on this literature, it proposes changes to our legal understanding of functionality, the doctrine denying trade mark protection to technical and other features traders must access in...
| Publicado en: | Modern Law Review Vol. 85; no. 3; pp. 661 - 697 |
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| Formato: | Artículo |
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Wiley-Blackwell
May2022
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=hlh&AN=156583442&site=ehost-live header: @attributes: shortDbName: hlh uiTerm: 156583442 longDbName: Humanities International Complete uiTag: AN controlInfo: bkinfo: jinfo: jid: 00267961 D8H jtl: Modern Law Review issn: 00267961 maglogo: Y pubinfo: dt: May2022 vid: 85 iid: 3 pid: 480 pub: Wiley-Blackwell artinfo: ui: 156583442 10.1111/1468-2230.12709 ppf: 661 ppct: 36 formats: fmt: – @attributes: type: T – @attributes: type: P size: 338KB tig: atl: Consumer Value as the Key to Trade Mark Functionality. aug: su: Trademarks Marketing literature Design literature International economic relations Value proposition sug: subj: Trademarks Marketing literature Design literature International economic relations Value proposition ab: This article identifies the central role of consumer perceptions of value in design and marketing literature. Relying on this literature, it proposes changes to our legal understanding of functionality, the doctrine denying trade mark protection to technical and other features traders must access in order to compete. Marketing and design literature explains that consumers approach different values inherent in products holistically, influenced by emotional resonance. Thus, in the context of a developing body of interdisciplinary trade mark scholarship, I advocate a move away from trade mark law's formalistic approach to functionality, where technical and aesthetic product values are treated as distinct. Instead I argue for a single consumer‐focussed competition‐based functionality exclusion, centred around the 'substantial value' exclusion to registration. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: Y custom: Copyright of Modern Law Review is the property of Wiley-Blackwell and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. item: Modern Law Review holder: Wiley-Blackwell dt: @attributes: year: 2022 holdings: @attributes: islocal: N |
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