Edited by Lionel Bently, K.C. (Hon), Herchel Smith Professor of Intellectual Property Law, University of Cambridge and Professorial Fellow, Emmanuel College, Cambridge, UK and Robert G. Bone, G. Rollie White Chair Emeritus in Law, The University of Texas School of Law, Austin, Texas, USA

• Contents1 Introduction to trade mark history 1Lionel Bently and Robert G. BonePART I IDEAS, BELIEFS, AND CONCEPTS2 A distinctive absence: registrable trade marks in 1875 17Dev S. Gangjee3 Brand property from below 59Oren Bracha4 Designing goodwill: from graphic design to trademarks 103Jose Bellido5 Commercial marks and signs in European jurisprudence, 1300–1600 127Robert Fredona and Teresa da Silva Lopes6 Beyond the brand: trademarks through the lens of information 161Paul DuguidPART II REGULATORY MODELS AND RULE CHOICES7 The garden path and the road not taken: the Australian approach totrade mark ownership and its connection with a lost model of trademark registration 191Robert Burrell and Michael Handler8 Secondary liability in U.S. trademark law: the ambivalent legacy ofWarner v Eli Lilly & Co. 219Mark D. Janis9 Colour in trade mark law 248N.M. DawsonPART III SOCIAL, ECONOMIC, AND POLITICAL CONTEXT10 “Pure genius?” Guinness and trade mark protection, c. 1890–1914 284David M. Higgins11 The nineteenth-century history of the Jaeger trade mark in Britain 330Elena Cooper12 Emergence of a brand: a case of Jaffa Oranges from Mandate Palestine 353Michael Birnhack13 Historical trade mark form and function: Swedish Match labels 380Amanda Scardamaglia14 Trade marks and truth telling: sweated labour and the marking of goodsin Britain, 1860–1920 409Jennifer Davis15 Edward S. Rogers, the Lanham Act, and the common law 427Jessica LitmanIndex 466

‘This carefully curated and richly diverse Research Handbook on trademark history provides illuminating and challenging perspectives on the role of trademarks in contemporary society. It contains penetrating theoretical and policy analyses, buttressed by informative case studies drawn from multiple jurisdictions and periods. Highly recommended for those working in trademarks law or, more generally, to anyone with an interest in legal history.’