LAW 486

Brand New

Entertainment Law, Intellectual Property, Technology & the Law

A brand is a company’s most valuable asset. It can assist in attracting customers, differentiating products and creating a barrier to entry for competitors. This course will provide students with an understanding of how to build, maintain and protect strong brands. Students will examine the transactional lawyer’s role in brand creation and brand management and the core skills exercised to elevate success, beginning with an exploration of – what’s in a name, and expanding to – drafting and negotiating licensing agreements and ancillary documents. Brand management, trademark concepts as well as licensing strategies and practices will be examined across a range of real-world contexts, product types and industries as well as practical exercises to put students’ learnings to use.Prerequisite: Law 274. Trademark or Law 307. Intellectual Property

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