Brand Management in Canadian Law de John McKeown

2005-01-01

BookReview
BRANDMANAGEMENTINCANADIANLAW
*

LaurentCarrière**
LEGERROBICRICHARD
,S.E.N.C.R.L.
Avocats,agentsdebrevetsetdemarques
CentreCDPCapital
1001,Square-Victoria–BlocE–8
eétage
Montréal(Québec)CanadaH2Z2B7
Tél.(514)9876242-Fax(514)8457874
info@robic.com–www.robic.ca
ThebackcoverofthelastwrittenworkbyJohnS.McKeownrightfully
statesthatitisan“indispensablelegaltextforanyoneinvolvedinbrand
management”.
Ithasbeenwelldividedinawaythattakesintoconsiderationallthe
aspectsofabrand’slife,frombothlegalandcommercialstandpoints.
Thisisshown,forinstance,intheninechaptersoftableofcontents,
whichdeservetoappearhere:
1.TheBrand
2.SelectingaBrandName
3.BrandingontheInternet
4.ProtectingBrandNames–Registration
5.ProtectingBrandNames–Enforcement
6.ProtectingProductShapeandAppearance

©CIPS,2006.*McKeown(John),BrandManagementinCanadianLaw(Toronto,Thomson/Carswell,2004),
264p.;ISBN0-459-24156-7.
**Lawyerandtrademarkagent,LaurentCarrièreisoneoftheseniorpartnersinLEGERROBIC
RICHARD
,L.L.P.,amultidisciplinaryfirmoflawyers,andpatentandtrademarkagents.
TranslationbyCarswelloftheBookreviewpublishedinFrenchintheOctober2005issueof
CahiesdePropriétéintellectuelle-17-3CPI.Publication276.048E.

7.ProtectingProductPackaging
8.ProtectingBrandAdvertising
9.DevelopingEffectiveBrandManagementPolicies.
Oneshouldnotethateachofthesechaptersendswithasummaryas
wellasachecklist.Writteninasimpleanddirectmanner,whichisoften
foundlackinginlawbooksintendedforspecialists,BrandManagement
inCanadianLawisamusthaveforcorporatemanagementof
trademarks.
Clearlanguagedoesnotmeantrivialities,aseachoftheassertionsin
thisbookisjustifiedbyoneofthe1038includedfootnotes,which,bythe
way,donotmakereadingthiswell-writtenbookanylessenjoyable.
Withallthe“howto”booksthataboundinthepublishingworld,one
shouldparticularlynotethepracticalmannerandthoroughnessin
whichthesubjectsareaddressed.
Oneshouldparticularlynotethesignificancegiventoprotectionand
useofthetrademarkonceishasbeenregistered.Morethanhalfofthe
bookcoversthatsubject.
Thereisalsothesystematicandorderedapproachfollowed,which
doesnotforgetanysubject(dualprotection,comparativeadvertising,
falseadvertising,brandingandadvertising,cyberneticsconsideration,
etc.).Thisbookshouldhaveaplaceinthelibrariesofthosewhoworkin
marketingandmerchandisingaswellasinthelibrariesofthosewho
workinadvertisingandtrademarkslaw.