AN ECONOMIC PERSPECTIVE ON TRADE MARK LAW.

    An Economic Perspective on Trade Mark Law uses economic analysis to examine the capacity of a trade mark to stimulate and strengthen demand for marked products and the trade mark’s role in marketing and business organization.

    It uses this perspective to evaluate the exclusive rights that trade mark owners enjoy and other issues in trade mark law. It argues that the trade mark has enabled marketing to develop as a distinct form of economic activity and that the trade mark’s flexibility as a structuring device has had a major impact on the evolution of the firm and on the organization of streams of economic activity.