- Subject index
This Handbook brings together scholars from around the world in addressing the global significance of, controversies over and alternatives to intellectual property (IP) today. It brings together over fifty of the leading authors in this field across the spectrum of academic disciplines, from law, economics, geography, sociology, politics and anthropology. This volume addresses the full spectrum of IP issues including copyright, patent, trademarks and trade secrets, as well as parallel rights and novel applications. In addition to addressing the role of IP in an increasingly information based and globalized economy and culture, it also challenges the utility and viability of IP today and addresses a range of alternative futures.
Chapter 9: Slow Logo: Brand Citizenship in Global Value Networks
Slow Logo: Brand Citizenship in Global Value Networks
Introduction: Looking Good
A brand-conscious rather than the typical brand-blind approach to trademarks (‘marks’) may identify significant gaps in trademark doctrine and theory as it is currently understood. And foregrounding citizenship around a brand can emphasize the importance of belonging to an accountable community, albeit one that may depend upon a fluid, pluralistic and open-ended construction of the value of marks and, importantly, their associated brands. As Seidman (2007: 18) notes: citizenship is a protean concept allowing local actors to articulate a wide variety of claims shaped to fit local circumstances. Despite that variation, it is important to recognize that for most of ...