Catherine W. Ng, Senior Lecturer of Law, School of Law, University of Aberdeen, UK

• Contents: 1. Clarifying the law of passing off 2. Rationalizing the law of passing off 3. Branding in commercial and social settings 4. Applying the law of passing off 5. The trouble with protecting substantive goodwill 6. Applying the law of passing off without substantive goodwill 7. Conclusions Index

‘Covering complex and under-theorised subject matter, the strength of this work is in its in-depth treatment of a wide array of cases and propositions spanning the jurisdictions dealt with and its privileging of the consumer; as well as being innovative, its differentiated approach to substance and structure is also a mechanism for bringing the various strands together. Goodwill in Passing Off is likely to be of interest to IP legal academics and practitioners, particularly those engaging with trade marks, passing off and consumer rights, and to students and scholars of economics, advertising, communications and semiotics, both within the jurisdictions entertained in the work, and beyond.’

Catherine W. Ng, Senior Lecturer of Law, School of Law, University of Aberdeen, UK

• Contents: 1. Clarifying the law of passing off 2. Rationalizing the law of passing off 3. Branding in commercial and social settings 4. Applying the law of passing off 5. The trouble with protecting substantive goodwill 6. Applying the law of passing off without substantive goodwill 7. Conclusions Index

‘Covering complex and under-theorised subject matter, the strength of this work is in its in-depth treatment of a wide array of cases and propositions spanning the jurisdictions dealt with and its privileging of the consumer; as well as being innovative, its differentiated approach to substance and structure is also a mechanism for bringing the various strands together. Goodwill in Passing Off is likely to be of interest to IP legal academics and practitioners, particularly those engaging with trade marks, passing off and consumer rights, and to students and scholars of economics, advertising, communications and semiotics, both within the jurisdictions entertained in the work, and beyond.’

Catherine W. Ng, Senior Lecturer of Law, School of Law, University of Aberdeen, UK

• Contents: 1. Clarifying the law of passing off 2. Rationalizing the law of passing off 3. Branding in commercial and social settings 4. Applying the law of passing off 5. The trouble with protecting substantive goodwill 6. Applying the law of passing off without substantive goodwill 7. Conclusions Index

‘Covering complex and under-theorised subject matter, the strength of this work is in its in-depth treatment of a wide array of cases and propositions spanning the jurisdictions dealt with and its privileging of the consumer; as well as being innovative, its differentiated approach to substance and structure is also a mechanism for bringing the various strands together. Goodwill in Passing Off is likely to be of interest to IP legal academics and practitioners, particularly those engaging with trade marks, passing off and consumer rights, and to students and scholars of economics, advertising, communications and semiotics, both within the jurisdictions entertained in the work, and beyond.’