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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 October 2021

Brands R Us

Brands R Us

(p.77) 5 Brands R Us
The Luxury Economy and Intellectual Property

Mario Biagioli

Anupam Chander

Madhavi Sunder

Oxford University Press

This chapter describes a cultural approach to brands and the logic and contradictions of this approach, drawing upon articles recently published in two issues of the UC Davis Law Review, which collects papers presented at the “Brand New World: Distinguishing Oneself in the Global Flow” conference at UC Davis School of Law in 2012. The chapter proceeds as follows: Part I briefly sketches a cultural approach to brands, distinguishing the present analysis from the economic theory that currently dominates the understanding of business marks; Part II anticipates future challenges to branding logics.

Keywords:   brands, branding, trademarks, cultural approach, economic theory

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