Trademarks / Tom Blackett

What is a trademark : A definition : Trademarks, patents, designs and copyrights : How the trademark fits into the overall product "mix" : History of trademarks : Origins of trademark law : Trademarks, brand names, service marks : How the role of the Trademark varies by industrial sector : Word marks, initials, service marks, and so on -- How to create trademarks : The role of the trademark : The importance of brand names : Different types of brand name : The psychology of names : National/International aspects : Criteria for a strong brand name : Developing a brand name strategy : Developing creative themes : Creative techniques : Selecting a shortlist : Language checks : Trademark searching : Consumer testing : Developing brand names for new drugs : The rol of the advertising advertising : The role of the design consultancy -- How to protect trademarks : What can be registered? : Strong versus weak marks -- Protection : Why register? : Registration practices : Conducting a trademark ability search : US patents and trade marks office (USPTO) : Filing an application : Costs and further bureaucratic procedures : The trademark attorney : Importance of usage : International classification system : Developements in the EU - the community Trademark : The Madrid arrangement and the Madrid protocol : Unregistered trademarks : Corporate names -- Trademark management : Main principles of trademark management : Correct ussage is essential : Five golden rules : Policing trademarks : Litigation : Infringement : "Unfair competition" and "Parallel trading" : Comparative advertising -- Managing and exploiting brands : Maintenance brand equities : The role of design : Relationship with advertising agencies and other advisers : Brand extension : The internationalisation of trademarks : Trademark licencing : Franchising : Monitoring "Brand value" : Brands on the balance sheet : How to value a brand -- Case history: The "Transax" Story -- The future of trademarks and branding : Future trends : Brand evaluation : Brand management : Brand extension versus new brand development : Internationalization : Private laberl brands : The "Lookalike" phenomenon : The role of the corporate brand : Branding industrial productrs : Branding pharmaceutical products : Ten rules of good brand management