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In this increasingly consumer and services-led economy, brands have been in the ascendancy. They can represent tools to buy and secure customer loyalty and values such as familiarity, quality, dependability and lifestyle. A side effect of creating a globally recognised brand (or any successful product) is that others will try to copy it. Global brandlords can look to trademark, passing off, unfair competition, copyright and design right and analogous laws in various jurisdictions for legal armoury with which to keep out invaders. But they will have to look closely at the exact provisions of the relevant local laws.

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