" rel="stylesheet">
Skip Main Navigation
Page Content
This event has ended
Organised by UCL's Centre for Law, Economics & Society, the UCL Institute of Brand and Innovation Law (IBIL), and the Institute for Consumer and Antitrust Studies (Loyola University Chicago)

Brands, Competition Law and IP Law

UCL Faculty of Laws

Friday, December 2, 2011; ends at 7:45 PM (GMT)

Brands, Competition Law and IP Law

Ticket Information

Use promotional code to access tickets.

Share Brands, Competition Law and IP Law

Event Details

Brands, Competition Law and IP Law Conference

Friday 2 December 2011 from 2 - 7pm
at UCL Faculty of Laws' Bloomsbury Campus

Organised by UCL's Centre for Law, Economics & Society, the UCL Institute of Brand and Innovation Law (IBIL), and the Institute for Consumer and Antitrust Studies (Loyola University Chicago)

About the conference

Brands matter. In modern times, brands and brand management have become a central feature of the modern economy and a staple of business theory and business practice. Coca-Cola, Nike, Google, Disney, Apple, Microsoft, BMW, Marlboro, IBM, Kellogg’s, Louis-Vuitton, and Virgin are all large companies, but they are also brands that present powerful, valuable tools for business. Business is fully aware of that power and value. Contrary to the law’s conception of trademarks, brands are used to indicate far more than source and/or quality. Indeed those functions are far down on the list of what most businesses want for their brands. Brands allow businesses to reach consumers directly with messages regarding emotion, identity, and self-worth such that consumers are no longer buying a product but buying a brand. Businesses pursue that strategy to move beyond price, product, place, and position and create the idea that a consumer should buy a branded good or service at a higher price than the consumer might otherwise pay. Branding explicitly contemplates reducing or eliminating price competition as the brand personality cannot be duplicated. In addition, this practice can be understood as a product differentiation tactic which allows a branded good to turn a commodity into a special category that sees higher margins compared to the others in that market space. In other words, brands have important effects on competition and the marketplace. Given that both IP law and competition law address business competition, one might expect them to address brands as they fit into each doctrine’s areas of concern and that together trademark and competition law would offer a coherent legal regime to manage the way in which brands affect competition. That, however, is not the case.

The aim of this conference is to reflect on the legal and economic understanding of brands by explaining what brands are and how they function, how trademark and competition law integrate brands in their framework and if this is satisfactory, and the role brands play in business competition. The conference will also delve into specific issues raised by branding in the 21st century business competition, such as the challenges raised by online business and the increasing role of private labels in distribution.

This event is accredited with 4.5 CPD hours by the Solicitors Regulation Authority, Bar Standard Board and IPReg.



Cissy Chu Common Room
14:00 Welcome
Dr Ioannis Lianos, UCL Laws
14:05 Brands and Neoclassical Price Theory: Friends or Foes?
Dr Amelia Fletcher (Chief Economist, OFT)
Dr Peter Davis (Senior Vice-President, Compass Lexecon)
Chaired by Dr Ioannis Lianos (UCL Law)
15:10 Brands in Competition Law I: Private Labels, National Brands and Retail Competition
Edward Anderson (Head of Competition, Sainsbury's Supermarkets Ltd)
Simon Pritchard (Allen & Overy LLP)
Christian Ahlborn (Linklaters LLP)
Simon Baxter (Skadden Arps, Slate, Meagher & Flom LLP)
Chaired by Professor Spencer Weber Waller (Loyola University Chicago)
16:20 Coffee Break
16:40 Brands and the Interaction between Competition Law and Trade Mark Law
Professor Spencer Weber Waller (Loyola University Chicago)
John Noble (British Brands Group)
Professor Johanna Gibson (QMIPRI, Queen Mary University of London)
Dr Ioannis Lianos (UCL Laws)
Chaired by The Rt Hon Prof. Sir Robin Jacob
17:40 Brands and IP Law
Deven Desai (Google, Inc)
Dr Dev Gangjee (LSE)
Tony Appleton (Procter & Gamble)
Chaired by The Rt Hon Prof. Sir Robin Jacob 
18:50 Closing Remarks
19:00 - 19:45 Reception

Have questions about Brands, Competition Law and IP Law? Contact UCL Faculty of Laws
Attendee List Sort by: Date | First Name | Last Name
Show More

When & Where

1 - 2 Endsleigh Street
WC1H 0EG London
United Kingdom

Friday, December 2, 2011; ends at 7:45 PM (GMT)

  Add to my calendar


UCL Faculty of Laws

For almost 200 years, UCL Laws has been one of the leading centres of legal education in the world. Recognised as offering an outstanding educational experience to our students, we combine a strong theoretical foundation in the law with practical teaching from world-leading academics and practitioners.


Ranked first in the UK for its research environment, the UCL Laws community of intellectually dynamic scholars responds to today’s global challenges. Through our research, we help to shape government policy, national and international law and its practice. As part of Legal London, we attract the leading figures in the field to contribute to our vibrant programme of events, informing public debate around social, legal, environmental and economic issues.

  Contact the Organizer
Brands, Competition Law and IP Law
London Events Conference

Please log in or sign up

In order to purchase these tickets in installments, you'll need an Eventbrite account. Log in or sign up for a free account to continue.