Abstract
This paper discusses branding from the UK perspective with respect to protection of trade marks. The considerations, however, largely apply equally throughout the European Union and other European countries. In addition, the principles discussed are almost certainly applicable with very little if any modification to branding activity throughout the commercial world.
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Gallafent, R. Branding: The demands of the client, the needs of society and the effect of the law. J Brand Manag 13, 201–205 (2006). https://doi.org/10.1057/palgrave.bm.2540263
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DOI: https://doi.org/10.1057/palgrave.bm.2540263