Brands: Law, Practice and Precedents brings together in one place the principle bodies of UK law which affect creation, management, exploitation, and protection of brands. The book considers, with particular emphasis, the way in which these are used best to fulfill the branding objectives of organizations today. With eight detailed UK precedents, each with full explanatory material, plus case studies, Brands: Law, Practice and Precedents is a highly practical and unique publication. Contents include: what is a brand? * legal aspects of brands: an overview * background law * creation strategies * management strategies u protection strategies * valuation and taxation of brands, goodwill, and intellectual property * brand exploitation. The book also includes a CD-ROM containing the UK precedents.