University of Toronto Press Brand Management in Canadian Law

Brand Management in Canadian Law offers a comprehensive understanding of the intersections between branding processes and the application of Canadian laws and legislation. Now in its sixth edition, this is a vital guide created by intellectual property law and trademark expert John McKeown. The book discusses fundamentals including the components that make up a brand, the consumer perception of a brand, brand equity, how a brand can be leveraged, and its integration into a system of brands. Additional chapters navigate the legal considerations relating to choosing a brand name, branding on the internet, protecting the components of a brand and developing effective brand management policies. The sixth edition has been fully updated and addresses, for example, sustainable development goals and social responsibility policies; the Charter of the French Language in Quebec; the involvement of brands in the metaverse; international applications under the Madrid Protocol; the new Code for the Responsible Advertising of Food and Beverage Products to Children; and revisions to the law and reference to over 160 decisions since the last edition. Thoroughly updated, the sixth edition of this seminal text will be of interest to businesspeople in the marketing field, law students, educators, practitioners, and beyond.