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The Law of the Brand: A Practical Guide to Branding Law in South Africa

We live in a world in which brands dominate. Whether it is a product (such as Nike or McDonald’s) or a person (such as David Beckham), branding is everywhere, and everyone’s doing it. Few, however, are aware of the legal implications of what they’re doing. The Law of the Brand is set to change that.

Although by no means a 'law book', The Law of the Brand deals with the most important legal aspects of branding. In an accessible and often irreverent style, it examines the mind-boggling changes that have taken place to the concept of branding over recent years, the very important issues that should be considered when new brands are created and put into use, why and how to register a trademark, the consequences of entering into various branding agreements, and the proper management of brand portfolios. In the process, the book discusses in detail the high-profile cases that have recently appeared in the press, such as those involving the Laugh It Off T-shirts, www.neverflysaa.com, rooibos tea and Bafana Bafana.

It is a practical, easy-to-read and at times light-hearted book, aimed at the small businessman, the lawyer who doesn’t specialise in intellectual property, and the advertising, branding and marketing communities, as well as anyone interested in this fascinating topic.

About the Author
Hans Muhlberg, LLM, is an attorney, a UK solicitor, and a UK and European trademark attorney. He has specialised in intellectual property law for 20 years, nearly 10 of which were spent in London. He has his own law firm, Muhlberg Attorneys, in Sandton, and he is a director of the brand strategy company Brand Leadership.

Hans is a prolific writer whose articles have appeared in publications such as Trademark World, De Rebus, Without Prejudice and the MFSA Journal. He is also the author of two regular e-newsletters, The Law of the Brand and Brands for Africa.

Softcover, 164 pages, 210x160mm
Author: Hans Muhlberg

ISBN-10: 186872929X
ISBN-13: 9781868729296