When you can't know a book by its title, and the law may even leave you confused
The IPKat
OCTOBER 12, 2022
A major contribution of economics to our understanding of trademarks is "search costs", generally here. This idea is that trademarks are an efficient tool for consumers because a consumer can rely on the mark, rather than having to search for sufficient information about the source of the product each time he wishes to make a purchase.
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