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The Luxury Economy and Intellectual PropertyCritical Reflections$
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Haochen Sun, Barton Beebe, and Madhavi Sunder

Print publication date: 2015

Print ISBN-13: 9780199335701

Published to Oxford Scholarship Online: October 2015

DOI: 10.1093/acprof:oso/9780199335701.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 28 November 2021

Cosmopolitanism and the Transnational Trademark

Cosmopolitanism and the Transnational Trademark

(p.309) 15 Cosmopolitanism and the Transnational Trademark
The Luxury Economy and Intellectual Property

Sonia K. Katyal

Oxford University Press

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

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