Edited by Glynn S. Lunney, Jr., Texas A&M University School of Law, US

• Contents: Introduction to the Research Handbook on the Law and Economics of Trademark Law 1 Glynn S. Lunney, Jr. PART I CONCEPTUAL FRAMEWORKS 1 An introduction to the law and economics of trademarks 5 Glynn S. Lunney, Jr. 2 The economic foundations of European dilution law 37 Ilanah Fhima 3 Trademarks and supply chains: the costs and benefits of organisational flexibility 59 Andrew Griffiths 4 Do trademarks reduce search costs in the age of information? 92 Christine Haight Farley PART II LEGAL AND ALTERNATIVE ENFORCEMENT MECHANISMS 5 Administrative revocation in trademark law 122 Saurabh Vishnubhakat 6 Revisiting the viability of shaming trademark bullies 140 Leah Chan Grinvald 7 “It’s how you made us feel”: consumer investment theory explains the toppling of racist brands 153 Deborah R. Gerhardt PART III CASE STUDIES 8 Cultural heritage branding: societal costs and benefits 177 Martin Senftleben 9 Trademark theory in an antitrust case: FTC v. 1-800 Contacts 193 Rebecca Tushnet 10 Collegiality costs: trademark scarcity and craft beer’s politeness problem 213 Zahr Said11 Fanmarks 248 Betsy Rosenblatt 12 Trade dress functionality: complex trade-offs between various types of economic efficiency 280 Apostolos G. Chronopoulos 13 Informational capacity, regulation, and certification marks 307 David A. Simon 14 Trademarks, trade dress, and the patient costs of pharmaceutical branding 343 Sam F. Halabi 15 The comparative law and economics of counterfeits and post-sale confusion 363 Peter K. Yu PART IV REMEDIES 16 The disgorgement remedy of US trademark law 387 Pamela Samuelson and Mark P. Gergen 17 The path of the trademark injunction 403 Jake Linford Index 432

Edited by Glynn S. Lunney, Jr., Texas A&M University School of Law, US

• Contents: Introduction to the Research Handbook on the Law and Economics of Trademark Law 1 Glynn S. Lunney, Jr. PART I CONCEPTUAL FRAMEWORKS 1 An introduction to the law and economics of trademarks 5 Glynn S. Lunney, Jr. 2 The economic foundations of European dilution law 37 Ilanah Fhima 3 Trademarks and supply chains: the costs and benefits of organisational flexibility 59 Andrew Griffiths 4 Do trademarks reduce search costs in the age of information? 92 Christine Haight Farley PART II LEGAL AND ALTERNATIVE ENFORCEMENT MECHANISMS 5 Administrative revocation in trademark law 122 Saurabh Vishnubhakat 6 Revisiting the viability of shaming trademark bullies 140 Leah Chan Grinvald 7 “It’s how you made us feel”: consumer investment theory explains the toppling of racist brands 153 Deborah R. Gerhardt PART III CASE STUDIES 8 Cultural heritage branding: societal costs and benefits 177 Martin Senftleben 9 Trademark theory in an antitrust case: FTC v. 1-800 Contacts 193 Rebecca Tushnet 10 Collegiality costs: trademark scarcity and craft beer’s politeness problem 213 Zahr Said11 Fanmarks 248 Betsy Rosenblatt 12 Trade dress functionality: complex trade-offs between various types of economic efficiency 280 Apostolos G. Chronopoulos 13 Informational capacity, regulation, and certification marks 307 David A. Simon 14 Trademarks, trade dress, and the patient costs of pharmaceutical branding 343 Sam F. Halabi 15 The comparative law and economics of counterfeits and post-sale confusion 363 Peter K. Yu PART IV REMEDIES 16 The disgorgement remedy of US trademark law 387 Pamela Samuelson and Mark P. Gergen 17 The path of the trademark injunction 403 Jake Linford Index 432

Edited by Glynn S. Lunney, Jr., Texas A&M University School of Law, US

• Contents: Introduction to the Research Handbook on the Law and Economics of Trademark Law 1 Glynn S. Lunney, Jr. PART I CONCEPTUAL FRAMEWORKS 1 An introduction to the law and economics of trademarks 5 Glynn S. Lunney, Jr. 2 The economic foundations of European dilution law 37 Ilanah Fhima 3 Trademarks and supply chains: the costs and benefits of organisational flexibility 59 Andrew Griffiths 4 Do trademarks reduce search costs in the age of information? 92 Christine Haight Farley PART II LEGAL AND ALTERNATIVE ENFORCEMENT MECHANISMS 5 Administrative revocation in trademark law 122 Saurabh Vishnubhakat 6 Revisiting the viability of shaming trademark bullies 140 Leah Chan Grinvald 7 “It’s how you made us feel”: consumer investment theory explains the toppling of racist brands 153 Deborah R. Gerhardt PART III CASE STUDIES 8 Cultural heritage branding: societal costs and benefits 177 Martin Senftleben 9 Trademark theory in an antitrust case: FTC v. 1-800 Contacts 193 Rebecca Tushnet 10 Collegiality costs: trademark scarcity and craft beer’s politeness problem 213 Zahr Said11 Fanmarks 248 Betsy Rosenblatt 12 Trade dress functionality: complex trade-offs between various types of economic efficiency 280 Apostolos G. Chronopoulos 13 Informational capacity, regulation, and certification marks 307 David A. Simon 14 Trademarks, trade dress, and the patient costs of pharmaceutical branding 343 Sam F. Halabi 15 The comparative law and economics of counterfeits and post-sale confusion 363 Peter K. Yu PART IV REMEDIES 16 The disgorgement remedy of US trademark law 387 Pamela Samuelson and Mark P. Gergen 17 The path of the trademark injunction 403 Jake Linford Index 432