Jump to ContentJump to Main Navigation
The Luxury Economy and Intellectual PropertyCritical Reflections$
Users without a subscription are not able to see the full content.

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

Show Summary Details
Page of

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: 05 December 2021

The Story of Luxury Products and the (Broken) Promise of Superior Quality in a World of Prestige for the Masses

The Story of Luxury Products and the (Broken) Promise of Superior Quality in a World of Prestige for the Masses

Chapter:
(p.31) 3 The Story of Luxury Products and the (Broken) Promise of Superior Quality in a World of Prestige for the Masses
Source:
The Luxury Economy and Intellectual Property
Author(s):

Irene Calboli

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199335701.003.0003

This chapter examines the legal protection of luxury trademarks. These marks are often protected not only against trademark infringement, but also against trademark dilution because they are considered to be famous marks. More specifically, the chapter addresses the relationship between this protection and the promise of superior quality that luxury products generally convey to the public. It considers the evolution of the luxury industry and its progressive shift away from products of superior quality toward embracing also a culture of prestige for the masses, or “masstige”—certainly a more profitable aim, but one less focused on a tradition of superior product quality and exclusivity, and in turn less deserving of anti-dilution protection.

Keywords:   luxury trademarks, trademark protection, trademark infringement, trademark dilution, luxury industry, anti-dilution protection

Oxford Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs , and if you can't find the answer there, please contact us .