1. Introduction : the inevitability of 'territoriality challenges' in trademark law / Graeme W. Austin
Part I. Territorial norms and (global) well-known marks
2. Protection of well-known marks : a transnational perspective / Marshall A. Leaffer
3. Interactivity, territoriality, and well-known marks / Leah Chan Grinvald
4. The Pan-American Trademark Convention of 1929 : a bold vision of extraterritorial meets current realities / Christine Haight Farley
Part II. Protecting quality and identity in the global economy
5. Marks and more(s) : certification in global value chains / Margaret Chon
6. Branding the land : creating global meanings for local characteristics / Doris Estelle Long
7. Signs beyond borders : moving from commodity to differentiated exports in the coffee industry / Daphne Zografos Johnsson
Part III. Territoriality, exhaustion of rights, and gray market products
8. The (avoidable) effects of territorially different approaches to trademark and copyright exhaustion / Irene Calboli
9. Avoiding mutant trademarks : a statutory exclusion for copyrighted accessories to parallel imports / Mary LaFrance
10. "La confusion des genres" : logos and packaging as copyrighted works / Pierre-Emmanuel Moyse
Part IV. (National) trademark enforcement challenges
11. Territoriality (mis)understood : enforcing well-known foreign marks in the United States / Lee Ann W. Lockridge
12. The curious case of fake Beijing Olympics merchandise / Peter K. Yu
13. Trademark enforcement in developing countries : counterfeiting as an externality imposed by multinational companies / Daniel C.K. Chow
Part V. Trademark territoriality and the regulation of cyberspace
14. Trademarks, free speech, and ICANN's new gTLD process / Jacqueline Lipton and Mary Wong
Index

"This timely volume offers expert analyses of the challenges facing crucial aspects of trademark law from some of the most prominent scholars in the field."