
Haochen Sun (ed.)
et al.
Published online:
22 October 2015
Published in print:
01 October 2015
Online ISBN:
9780199350421
Print ISBN:
9780199335701
Contents
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I. Introduction I. Introduction
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II. The Rise of Trademark Cosmopolitanism II. The Rise of Trademark Cosmopolitanism
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A. From National Brand to Global Icon: Consumptive Cosmopolitanism A. From National Brand to Global Icon: Consumptive Cosmopolitanism
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B. The Rise of Corporate Cosmopolitanism B. The Rise of Corporate Cosmopolitanism
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C. The Role of Institutionalized Cosmopolitanism C. The Role of Institutionalized Cosmopolitanism
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III. The Transnational Antibrand III. The Transnational Antibrand
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A. The Rise of Cosmopolitan Political Solidarity A. The Rise of Cosmopolitan Political Solidarity
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B. Fundamental Rights, Commodity, and Commerciality: Three Key Themes B. Fundamental Rights, Commodity, and Commerciality: Three Key Themes
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IV. Conclusion IV. Conclusion
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Chapter
15 Cosmopolitanism and the Transnational Trademark
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Pages
309–338
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Published:October 2015
Cite
Katyal, Sonia K., 'Cosmopolitanism and the Transnational Trademark', in Haochen Sun, Barton Beebe, and Madhavi Sunder (eds), The Luxury Economy and Intellectual Property: Critical Reflections (New York , 2015; online edn, Oxford Academic, 22 Oct. 2015), https://doi.org/10.1093/acprof:oso/9780199335701.003.0015, accessed 29 Apr. 2025.
Abstract
The world of global trademarks can be characterized in terms of three major shifts: first, a shift from national to global branding strategies; second, a shift from national and regional systems to harmonized international regimes governing trademark law; and third, a concurrent shift from local to transnational social movements that challenge branding and other corporate practices. This chapter discusses how each of these areas are deeply intertwined with one another, and the emergence of a broad phenomenon called trademark cosmopolitanism, which carries important implications for freedom of expression worldwide.
Keywords:
global trademarks, branding, trademark law, trademark cosmopolitanism, freedom of expression
Collection:
Oxford Scholarship Online
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