The Average Consumer in Confusion-Based Disputes in European Trademark Law and Similar Fictions

Abstract

Intro -- Preface -- Acknowledgements -- Contents -- Abbreviations -- Part I: The Average Consumer: A Consumer Fiction in European Trademark Law -- Chapter 1: Background -- 1.1 Introduction -- 1.2 Who/What Is the Average Consumer? -- 1.3 Purpose of Trademarks and European Trademark Law -- 1.3.1 The Legal Functions of Trademarks -- 1.3.2 Economic Functions of Trademarks -- 1.3.3 Functions of European Trademark System -- 1.4 Contextualisation -- 1.5 Delimitation -- 1.5.1 Why Likelihood of Confusion? -- 1.5.2 Temporal Delimitation -- 1.5.3 Geographical Delimitation -- 1.5.4 National Procedural Rules and Evidence -- 1.5.5 Adjacent Areas of Law -- 1.6 Purpose and Outline of the Analysis -- 1.7 Structure -- Chapter 2: Methodology -- 2.1 Methodological Challenges -- 2.2 European Legal Method: A Scandinavian Kaleidoscope -- 2.2.1 Scandinavian Legal Realism -- 2.2.2 Critical Legal Positivism -- 2.2.3 Coherence and Consistency -- 2.2.4 Summarising Discussion -- 2.3 Aspects of Comparative Law -- 2.3.1 The Vertical Analysis -- 2.3.1.1 The Chosen Jurisdictions -- 2.3.1.2 Method -- 2.3.2 The Horizontal Analysis -- 2.4 Conclusion -- Chapter 3: Legal Sources -- 3.1 Multi-Level Legal Sources -- 3.2 EU Law -- 3.2.1 Primary EU Law -- 3.2.2 Secondary EU Legislation -- 3.2.2.1 Trademark Legislation -- 3.2.2.2 The UCPD -- 3.3 National Trademark Law and Its Institutions -- 3.3.1 England and Wales -- 3.3.2 Nordic Trademark Law: Similarities and Differences -- 3.3.2.1 Sweden -- 3.3.2.2 Denmark -- 3.3.2.3 Norway: The EEA Connection -- 3.4 National Trademark Courts -- 3.5 International Treaties -- 3.5.1 The Paris Convention and the TRIPS Agreement -- 3.5.2 The Nice Agreement -- 3.6 Soft Law: The Important Role of Registration Offices -- 3.7 Conclusion -- Chapter 4: The Dynamics of the European Trademark Law -- 4.1 The EU as a Lawmaker.