Edited by Graeme B. Dinwoodie, Global Professor of Intellectual Property Law and Distinguished University Professor, IIT Chicago-Kent College of Law and Mark D. Janis, Robert A. Lucas Chair of Law, Indiana University Maurer School of Law, Bloomington, Indiana, US

‘This assembly of writings by scholars, lawyers, and judges on the law and policy of trademarks and unfair competition presents a rich offering that ranges across time, place, and perspective. The challenge of revealing the subject’s full scope to the interested tyro and yet making experts wonder how they had somehow overlooked this or that critical article is fully met. Professors Dinwoodie and Janis and their publisher deserve thanks for bringing this treasure trove within reach of all with an interest in why and how brands are regulated.’

• Contents:Volume IAcknowledgementsIntroduction A Century of Trademark Law Scholarship Graeme B. Dinwoodie and Mark D. JanisPART IHISTORY 1. Frank I. Schechter (1925), ‘The Genesis of the Modern Law in Relating to Trade-Marks’2. Keith M. Stolte (1998), ‘How Early did Anglo-American Trademark Law Begin? An Answer to Schechter’s Conundrum’PART IIJUSTIFICATIONS 3. Sypros M. Maniatis (2002), ‘Trade Mark Rights – A Justification Based on Property’4. Lionel Bently (2008), ‘From Communication to Thing: Historical Aspects of the Conceptualization of Trademarks as Property’5. Beverly W. Pattishall (1952), ‘Trade-Marks and the Monopoly Phobia’6. Daniel M. McClure (1979) ‘Trademarks and Unfair Competition: A Critical History of Legal Thought’7. William M. Landes and Richard A. Posner (1987), ‘Trademark Law: An Economic Perspective’8. Michael Spence (2005), ‘The Mark as Expression/The Mark as Property’PART IIIPASSING OFF9. W.L. Morison (1956), ‘Unfair Competition and ‘’Passing Off’’: The Flexibility of a Formula’10. Suman Naresh (1986), ‘Passing-off, Goodwill and False Advertising: New Wine in Old Bottles’11. Hazel Carty (1996), ‘Dilution and Passing Off: Cause for Concern’PART IVUNFAIR COMPETITION12. Rudolf Callman (1940), ‘What is Unfair Competition?’13. Walter J. Derenberg (1957), ‘Federal Unfair Competition Law at the End of the First Decade of the Lanham Act: Prologue or Epilogue?’14. Andrew Terry (1988), ‘Unfair Competition and the Misappropriation of a Competitor’s Trade Values’15. Jennifer Davis (2010), ‘Why the United Kingdom Should Have a Law Against Misappropriation’PART VFUNCTIONS OF MARKS16. Ralph S. Brown, Jr. (1948), ‘Advertising and the Public Interest: Legal Protection of Trade Symbols’17. Jessica Litman (1999), ‘Breakfast with Batman: The Public Interests in the Advertising Age’18. Jerre B. Swann, Sr., David A. Aaker and Matt Reback (2001), ‘Trademarks and Marketing’19. William Cornish (2004), Extract from ‘Functions: What Should be Protected and Why’, in Intellectual Property: Omnipresent, Distracting, Irrelevant?’PART VITHE CONSUMER AND OTHER METRICS 20. Barton Beebe (2005), ‘Search and Persuasion in Trademark Law’21. Jennifer Davis (2005), ‘Locating the Average Consumer: His Judicial Origins, Intellectual Influences and Current Role in European Trade Mark Law’22. Robert G. Bone (2004), ‘Enforcement Costs and Trademark Puzzles’Volume IIAcknowledgementsAn Introduction to both volumes by the editors appear in volume I A Century of Trademark Law Scholarship PART IREGISTRATION STATUTES 1. Stephen L. Carter (1990), ‘The Trouble with Trademark’2. Peter Jaffey (1997), ‘The New European Trade Marks Regime’PART II SUBJECT MATTER AND VALIDITY 3. Milton Handler and Charles Pickett (1930), ‘Trade-Marks and Trade Names – An Analysis and Synthesis’4. Robert Burrell and Michael Handler (2003), ‘Making Sense of Trade Mark Law’5. Michael Handler (2005), ‘The Distinctive Problem of European Trade Mark Law’PART III FUNCTIONALITY 6. Graeme B. Dinwoodie (1999), ‘The Death of Ontology: A Teleological Approach to Trademark Law’7. Jessica Litman (1982), ‘Notes, The Problem of Functional Features: Trade Dress Infringement Under Section 43 (a) of the Lanham Act’8. Annette Kur (2009), ‘Too Pretty to Protect? Trade Mark Law and the Enigma of Aesthetic Functionality’PART IV CALIBRATING TRADEMARK INFRINGMENT A. By Types of Use9. Helen Norman (2004), ‘Time to Blow the Whistle on Trade Mark Use?’10. Andrew Griffiths (2007), ‘The Trade Mark Monopoly: An Analysis of the Core Zone of Absolute Protection Under Art. 5.1 (a)’B. By Types of Related Goods11. Rudolf Callman (1947), ‘Unfair Competition Without Competition? The Importance of the Property Concept in the Law of Trade Marks’12. Jeremy Phillips and Allison Coleman (1985), ‘Passing off and the “Common Field of Activity”’C. By Types of Confusion13. Julius R. Lunsford, Jr., (1953), ‘The Lanham Trade Mark Act – Conflict and Dissent’14. Stacey L. Dogan and Mark A. Lemley (2005), ‘The Merchandising Right: Fragile Theory or Fait Accompli?’PART V DILUTION15. Frank I. Schechter (1927), ‘The Rational Basis of Trademark Protection’16. Martin Senftleben (2009), ‘The Trademark Tower of Babel - Dilution Concepts in International, US and EC Trademark Law’17. Rebecca Tushnet (2008), ‘Gone in Sixty Milliseconds: Trademark Law and Cognitive Science’PART VI PERMITTED USES AND SPEECH 18. Rochelle Cooper Dreyfuss (1989-1990), ‘Expressive Genericity: Trademarks as Language in the Pepsi Generation’19. Alex Kozinski (1993), ‘Trademarks Unplugged’20. Pierre N. Leval (2004), ‘Trademark: Champion of Free Speech’21. Graeme B. Dinwoodie (2009), ‘Lewis & Clark Law School Ninth Distinguished IP Lecture: Developing Defenses in Trademark Law’PART VII INTERNATIONAL 22. W.R. Cornish and Jennifer Phillips (1982), ‘The Economic Function of Trade Marks: An Analysis with Special Reference to Developing Countries’

Edited by Graeme B. Dinwoodie, Global Professor of Intellectual Property Law and Distinguished University Professor, IIT Chicago-Kent College of Law and Mark D. Janis, Robert A. Lucas Chair of Law, Indiana University Maurer School of Law, Bloomington, Indiana, US

‘This assembly of writings by scholars, lawyers, and judges on the law and policy of trademarks and unfair competition presents a rich offering that ranges across time, place, and perspective. The challenge of revealing the subject’s full scope to the interested tyro and yet making experts wonder how they had somehow overlooked this or that critical article is fully met. Professors Dinwoodie and Janis and their publisher deserve thanks for bringing this treasure trove within reach of all with an interest in why and how brands are regulated.’

• Contents:Volume IAcknowledgementsIntroduction A Century of Trademark Law Scholarship Graeme B. Dinwoodie and Mark D. JanisPART IHISTORY 1. Frank I. Schechter (1925), ‘The Genesis of the Modern Law in Relating to Trade-Marks’2. Keith M. Stolte (1998), ‘How Early did Anglo-American Trademark Law Begin? An Answer to Schechter’s Conundrum’PART IIJUSTIFICATIONS 3. Sypros M. Maniatis (2002), ‘Trade Mark Rights – A Justification Based on Property’4. Lionel Bently (2008), ‘From Communication to Thing: Historical Aspects of the Conceptualization of Trademarks as Property’5. Beverly W. Pattishall (1952), ‘Trade-Marks and the Monopoly Phobia’6. Daniel M. McClure (1979) ‘Trademarks and Unfair Competition: A Critical History of Legal Thought’7. William M. Landes and Richard A. Posner (1987), ‘Trademark Law: An Economic Perspective’8. Michael Spence (2005), ‘The Mark as Expression/The Mark as Property’PART IIIPASSING OFF9. W.L. Morison (1956), ‘Unfair Competition and ‘’Passing Off’’: The Flexibility of a Formula’10. Suman Naresh (1986), ‘Passing-off, Goodwill and False Advertising: New Wine in Old Bottles’11. Hazel Carty (1996), ‘Dilution and Passing Off: Cause for Concern’PART IVUNFAIR COMPETITION12. Rudolf Callman (1940), ‘What is Unfair Competition?’13. Walter J. Derenberg (1957), ‘Federal Unfair Competition Law at the End of the First Decade of the Lanham Act: Prologue or Epilogue?’14. Andrew Terry (1988), ‘Unfair Competition and the Misappropriation of a Competitor’s Trade Values’15. Jennifer Davis (2010), ‘Why the United Kingdom Should Have a Law Against Misappropriation’PART VFUNCTIONS OF MARKS16. Ralph S. Brown, Jr. (1948), ‘Advertising and the Public Interest: Legal Protection of Trade Symbols’17. Jessica Litman (1999), ‘Breakfast with Batman: The Public Interests in the Advertising Age’18. Jerre B. Swann, Sr., David A. Aaker and Matt Reback (2001), ‘Trademarks and Marketing’19. William Cornish (2004), Extract from ‘Functions: What Should be Protected and Why’, in Intellectual Property: Omnipresent, Distracting, Irrelevant?’PART VITHE CONSUMER AND OTHER METRICS 20. Barton Beebe (2005), ‘Search and Persuasion in Trademark Law’21. Jennifer Davis (2005), ‘Locating the Average Consumer: His Judicial Origins, Intellectual Influences and Current Role in European Trade Mark Law’22. Robert G. Bone (2004), ‘Enforcement Costs and Trademark Puzzles’Volume IIAcknowledgementsAn Introduction to both volumes by the editors appear in volume I A Century of Trademark Law Scholarship PART IREGISTRATION STATUTES 1. Stephen L. Carter (1990), ‘The Trouble with Trademark’2. Peter Jaffey (1997), ‘The New European Trade Marks Regime’PART II SUBJECT MATTER AND VALIDITY 3. Milton Handler and Charles Pickett (1930), ‘Trade-Marks and Trade Names – An Analysis and Synthesis’4. Robert Burrell and Michael Handler (2003), ‘Making Sense of Trade Mark Law’5. Michael Handler (2005), ‘The Distinctive Problem of European Trade Mark Law’PART III FUNCTIONALITY 6. Graeme B. Dinwoodie (1999), ‘The Death of Ontology: A Teleological Approach to Trademark Law’7. Jessica Litman (1982), ‘Notes, The Problem of Functional Features: Trade Dress Infringement Under Section 43 (a) of the Lanham Act’8. Annette Kur (2009), ‘Too Pretty to Protect? Trade Mark Law and the Enigma of Aesthetic Functionality’PART IV CALIBRATING TRADEMARK INFRINGMENT A. By Types of Use9. Helen Norman (2004), ‘Time to Blow the Whistle on Trade Mark Use?’10. Andrew Griffiths (2007), ‘The Trade Mark Monopoly: An Analysis of the Core Zone of Absolute Protection Under Art. 5.1 (a)’B. By Types of Related Goods11. Rudolf Callman (1947), ‘Unfair Competition Without Competition? The Importance of the Property Concept in the Law of Trade Marks’12. Jeremy Phillips and Allison Coleman (1985), ‘Passing off and the “Common Field of Activity”’C. By Types of Confusion13. Julius R. Lunsford, Jr., (1953), ‘The Lanham Trade Mark Act – Conflict and Dissent’14. Stacey L. Dogan and Mark A. Lemley (2005), ‘The Merchandising Right: Fragile Theory or Fait Accompli?’PART V DILUTION15. Frank I. Schechter (1927), ‘The Rational Basis of Trademark Protection’16. Martin Senftleben (2009), ‘The Trademark Tower of Babel - Dilution Concepts in International, US and EC Trademark Law’17. Rebecca Tushnet (2008), ‘Gone in Sixty Milliseconds: Trademark Law and Cognitive Science’PART VI PERMITTED USES AND SPEECH 18. Rochelle Cooper Dreyfuss (1989-1990), ‘Expressive Genericity: Trademarks as Language in the Pepsi Generation’19. Alex Kozinski (1993), ‘Trademarks Unplugged’20. Pierre N. Leval (2004), ‘Trademark: Champion of Free Speech’21. Graeme B. Dinwoodie (2009), ‘Lewis & Clark Law School Ninth Distinguished IP Lecture: Developing Defenses in Trademark Law’PART VII INTERNATIONAL 22. W.R. Cornish and Jennifer Phillips (1982), ‘The Economic Function of Trade Marks: An Analysis with Special Reference to Developing Countries’

Edited by Graeme B. Dinwoodie, Global Professor of Intellectual Property Law and Distinguished University Professor, IIT Chicago-Kent College of Law and Mark D. Janis, Robert A. Lucas Chair of Law, Indiana University Maurer School of Law, Bloomington, Indiana, US

‘This assembly of writings by scholars, lawyers, and judges on the law and policy of trademarks and unfair competition presents a rich offering that ranges across time, place, and perspective. The challenge of revealing the subject’s full scope to the interested tyro and yet making experts wonder how they had somehow overlooked this or that critical article is fully met. Professors Dinwoodie and Janis and their publisher deserve thanks for bringing this treasure trove within reach of all with an interest in why and how brands are regulated.’

• Contents:Volume IAcknowledgementsIntroduction A Century of Trademark Law Scholarship Graeme B. Dinwoodie and Mark D. JanisPART IHISTORY 1. Frank I. Schechter (1925), ‘The Genesis of the Modern Law in Relating to Trade-Marks’2. Keith M. Stolte (1998), ‘How Early did Anglo-American Trademark Law Begin? An Answer to Schechter’s Conundrum’PART IIJUSTIFICATIONS 3. Sypros M. Maniatis (2002), ‘Trade Mark Rights – A Justification Based on Property’4. Lionel Bently (2008), ‘From Communication to Thing: Historical Aspects of the Conceptualization of Trademarks as Property’5. Beverly W. Pattishall (1952), ‘Trade-Marks and the Monopoly Phobia’6. Daniel M. McClure (1979) ‘Trademarks and Unfair Competition: A Critical History of Legal Thought’7. William M. Landes and Richard A. Posner (1987), ‘Trademark Law: An Economic Perspective’8. Michael Spence (2005), ‘The Mark as Expression/The Mark as Property’PART IIIPASSING OFF9. W.L. Morison (1956), ‘Unfair Competition and ‘’Passing Off’’: The Flexibility of a Formula’10. Suman Naresh (1986), ‘Passing-off, Goodwill and False Advertising: New Wine in Old Bottles’11. Hazel Carty (1996), ‘Dilution and Passing Off: Cause for Concern’PART IVUNFAIR COMPETITION12. Rudolf Callman (1940), ‘What is Unfair Competition?’13. Walter J. Derenberg (1957), ‘Federal Unfair Competition Law at the End of the First Decade of the Lanham Act: Prologue or Epilogue?’14. Andrew Terry (1988), ‘Unfair Competition and the Misappropriation of a Competitor’s Trade Values’15. Jennifer Davis (2010), ‘Why the United Kingdom Should Have a Law Against Misappropriation’PART VFUNCTIONS OF MARKS16. Ralph S. Brown, Jr. (1948), ‘Advertising and the Public Interest: Legal Protection of Trade Symbols’17. Jessica Litman (1999), ‘Breakfast with Batman: The Public Interests in the Advertising Age’18. Jerre B. Swann, Sr., David A. Aaker and Matt Reback (2001), ‘Trademarks and Marketing’19. William Cornish (2004), Extract from ‘Functions: What Should be Protected and Why’, in Intellectual Property: Omnipresent, Distracting, Irrelevant?’PART VITHE CONSUMER AND OTHER METRICS 20. Barton Beebe (2005), ‘Search and Persuasion in Trademark Law’21. Jennifer Davis (2005), ‘Locating the Average Consumer: His Judicial Origins, Intellectual Influences and Current Role in European Trade Mark Law’22. Robert G. Bone (2004), ‘Enforcement Costs and Trademark Puzzles’Volume IIAcknowledgementsAn Introduction to both volumes by the editors appear in volume I A Century of Trademark Law Scholarship PART IREGISTRATION STATUTES 1. Stephen L. Carter (1990), ‘The Trouble with Trademark’2. Peter Jaffey (1997), ‘The New European Trade Marks Regime’PART II SUBJECT MATTER AND VALIDITY 3. Milton Handler and Charles Pickett (1930), ‘Trade-Marks and Trade Names – An Analysis and Synthesis’4. Robert Burrell and Michael Handler (2003), ‘Making Sense of Trade Mark Law’5. Michael Handler (2005), ‘The Distinctive Problem of European Trade Mark Law’PART III FUNCTIONALITY 6. Graeme B. Dinwoodie (1999), ‘The Death of Ontology: A Teleological Approach to Trademark Law’7. Jessica Litman (1982), ‘Notes, The Problem of Functional Features: Trade Dress Infringement Under Section 43 (a) of the Lanham Act’8. Annette Kur (2009), ‘Too Pretty to Protect? Trade Mark Law and the Enigma of Aesthetic Functionality’PART IV CALIBRATING TRADEMARK INFRINGMENT A. By Types of Use9. Helen Norman (2004), ‘Time to Blow the Whistle on Trade Mark Use?’10. Andrew Griffiths (2007), ‘The Trade Mark Monopoly: An Analysis of the Core Zone of Absolute Protection Under Art. 5.1 (a)’B. By Types of Related Goods11. Rudolf Callman (1947), ‘Unfair Competition Without Competition? The Importance of the Property Concept in the Law of Trade Marks’12. Jeremy Phillips and Allison Coleman (1985), ‘Passing off and the “Common Field of Activity”’C. By Types of Confusion13. Julius R. Lunsford, Jr., (1953), ‘The Lanham Trade Mark Act – Conflict and Dissent’14. Stacey L. Dogan and Mark A. Lemley (2005), ‘The Merchandising Right: Fragile Theory or Fait Accompli?’PART V DILUTION15. Frank I. Schechter (1927), ‘The Rational Basis of Trademark Protection’16. Martin Senftleben (2009), ‘The Trademark Tower of Babel - Dilution Concepts in International, US and EC Trademark Law’17. Rebecca Tushnet (2008), ‘Gone in Sixty Milliseconds: Trademark Law and Cognitive Science’PART VI PERMITTED USES AND SPEECH 18. Rochelle Cooper Dreyfuss (1989-1990), ‘Expressive Genericity: Trademarks as Language in the Pepsi Generation’19. Alex Kozinski (1993), ‘Trademarks Unplugged’20. Pierre N. Leval (2004), ‘Trademark: Champion of Free Speech’21. Graeme B. Dinwoodie (2009), ‘Lewis & Clark Law School Ninth Distinguished IP Lecture: Developing Defenses in Trademark Law’PART VII INTERNATIONAL 22. W.R. Cornish and Jennifer Phillips (1982), ‘The Economic Function of Trade Marks: An Analysis with Special Reference to Developing Countries’