The Story of Luxury Products and the (Broken) Promise of Superior Product Quality in a World of Prestige for the Masses
This chapter examines the legal protection of luxury trademarks. These marks are often protected not only against trademark infringement, but also against trademark dilution because they are considered to be famous marks. More specifically, the chapter addresses the relationship between this protection and the promise of superior quality that luxury products generally convey to the public. It considers the evolution of the luxury industry and its progressive shift away from products of superior quality toward embracing also a culture of prestige for the masses, or “masstige”—certainly a more profitable aim, but one less focused on a tradition of superior product quality and exclusivity, and in turn less deserving of anti-dilution protection.
luxury trademarks, trademark protection, trademark infringement, trademark dilution, luxury industry, anti-dilution protection
Intellectual Property Law | International Trade Law | Law and Society
Intellectual Property and Technology-related Law
The Luxury Economy and Intellectual Property: Critical Reflections
Haochen Sun; Barton Carl Beebe; Madhavi Sunder
Oxford University Press
City or Country
The Story of Luxury Products and the (Broken) Promise of Superior Product Quality in a World of Prestige for the Masses. (2015). The Luxury Economy and Intellectual Property: Critical Reflections. 31-56. Research Collection School Of Law.
Available at: http://ink.library.smu.edu.sg/sol_research/1603
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