7H013E - Trade Marks and Business Reputation 01 Sep 2026 - 31 Aug 2032 | Version 0

Associated Module Information

Module Code: 7H013E
Module Title: Trade Marks and Business Reputation
Faculty: Faculty of Business and Creative Industries
Faculty Group: Law
Faculty Sub Group: Law
Module Leader: Andrew Pippen
Module Team: Hannah Menard, Adam Collins, Hayley Brain
First Intended Intake: SEP 2026 Final Year of Intake: 2031
Date Closed:
Credit Value: 15 Credit Level: 7
Language: English
Percentage of Module Taught in Welsh: 0
Equivalent Module:
HECOS codes: 100485 - law
HECOS Code Weighting: 100

Document Version Information

Version 0
Valid From 01 Sep 2026
Valid To 31 Aug 2032

Module Aims

  • To equip students with a sound and critical understanding of the principles of trade mark law and business reputation in the UK. 

  • To develop students' ability to analyse and apply the principles of trade mark law and evidential assessment to registration, opposition, infringement and passing off disputes. 

  • To enhance students' understanding of domestic, European and international perspectives on trade mark protection and business reputation. 

Content Summary

This module provides an advanced study of trade mark law and the protection of business reputation within the UK intellectual property framework. Students examine the legal principles governing the registration, management, enforcement and exploitation of trade marks, including registrability, opposition, invalidity, infringement, revocation, licensing and passing off. 

The module develops a detailed understanding of how trade mark disputes are assessed in practice, with particular emphasis on the comparison of marks, specification analysis, likelihood of confusion, reputation, evidential assessment and decision-making. Teaching reflects the processes and practices of the UK Intellectual Property Office, enabling students to apply legislation, case law and legal reasoning to realistic professional scenarios. 

The module contributes to students' broader understanding of intellectual property rights in commercial and regulatory contexts. It develops advanced analytical, evaluative and communication skills, preparing students to address complex legal issues relating to brand protection, business reputation and intellectual property practice. 

Learning and Teaching Methods

Activity Type Hours
Lecture 7
Practical Classes and Workshops 21
Independent Study 110
Directed Study 12
Total Hours Selected 150

Learning Outcomes

# Learning Outcome
LO1 Demonstrate in-depth knowledge and understanding of the legal principles and sources relevant to trade marks and business reputation.
LO2 Interpret, evaluate, critically analyse and apply trade mark law and evidential assessment to disputes concerning registration, opposition, infringement, revocation and passing off.

Module Requisites

N/A

Assessment Criteria

Assessment Category Assessment Type Description Duration Word Count Weight (%) Best of? Pass Mark
Synchronous Onsite Oral Assessment Individual Presentation (Synchronous Onsite) Presentation 15 N/A 100 No 40

Assessment Matrix

Assessment Type Learning Outcomes
LO1 LO2
Individual Presentation (Synchronous Onsite) ✔ ✔

Reading List

Core Texts 

  1. Bently, L., Sherman, B., Gangjee, D. and Johnson, P. (2022) Intellectual Property Law. 6th edn. Oxford: Oxford University Press. 

  1. Llewelyn, D., Aplin, T. and Cornish, W.R. (2019) Intellectual Property: Patents, Copyright, Trade Marks and Allied Rights. 9th edn. London: Sweet & Maxwell. 

Supplementary Reading 

Week 1: Introduction to Trade Marks and Registrability 

  1. Friedmann, D. (2016) The Uniqueness of the Trade Mark: A Critical Analysis of the Specificity and Territoriality Principles. Cheltenham: Edward Elgar Publishing. 

  1. Cornish, W.R. (2004) 'Trade Marks', in Intellectual Property: Omnipresent, Distracting, Irrelevant? Oxford: Oxford University Press. 

  1. Tan, C. (2016) 'Those are my checks, mate! Louis Vuitton Malletier v OHIM', European Intellectual Property Review, 38(2), pp. 116-120. 

Week 2: Absolute Grounds for Refusal 

  1. Adams, D.F. and Adams, A.M. (2017) 'Going against tradition: the effect of eliminating the requirement of representing a trade mark graphically on applications for non-traditional trademarks', European Intellectual Property Review, 39(4), pp. 238-244. 

  1. Anemaet, L. (2016) 'The Public Domain Is Under Pressure: Why We Should Not Rely on Empirical Data When Assessing Trademark Distinctiveness', International Review of Intellectual Property and Competition Law, 47(4), pp. 437-462. 

  1. Jones, J. (2017) '\\\"Have a break... have a CJEU Kit Kat reference\\\": clarification sought in what circumstances the shape of a product can be registered as a trade mark', European Intellectual Property Review. 

 

Week 3: Relative Grounds for Refusal and Opposition Proceedings 

  1. Anemaet, L. (2020) 'The Many Faces of the Average Consumer: Is It Really So Difficult to Assess Whether Two Stripes Are Similar to Three?', International Review of Intellectual Property and Competition Law, 51(2), pp. 143-168. 

  1. Kur, A. (2013) 'Not Prior in Time, But Superior in Right: How Trademark Registrations Can be Affected by Third-Party Interests in a Sign', International Review of Intellectual Property and Competition Law, 44(7), pp. 830-855. 

  1. Directive (EU) 2015/2436 of 16 December 2015 to approximate the laws of the Member States relating to trade marks. 

 

Week 4: Invalidity, Revocation and Licensing 

  1. Howell, C. (2006) 'Trade Marks: What Constitutes \\\"Genuine Use\\\"? Laboratoires Goemar SA v La Mer Technology', European Intellectual Property Review, 28(2), pp. 91-94. 

  1. Geerts, P.G.F.A. (2015) 'Has the Trade Mark Kornspitz Become the Common Name for Bread Rolls? Backaldrin Österreich The Kornspitz Company GmbH v Pfahnl Backmittel GmbH (C-409/12)', European Intellectual Property Review, 37(5), pp. 317-321. 

  1. Bently, L., Sherman, B., Gangjee, D. and Johnson, P. (2022) Intellectual Property Law. 6th edn. Oxford: Oxford University Press. (Chapter on exploitation, assignment and licensing of trade marks). 

 

Week 5: Trade Mark Infringement 

  1. Silverleaf, M. (2019) 'What's Wrong with Victorian Plumbing?', European Intellectual Property Review, 41(1), pp. 23-29. 

  1. Blythe, A. (2014) 'Confusion Online: Does the Test for Trade Mark Confusion on the Internet Differ from that Applied to Infringement in Other Spheres?', European Intellectual Property Review, 36(9), pp. 587-593. 

  1. Davies, C. (2013) 'To Buy or Not to Buy: The Use of a Trade Mark as a Communication Tool Rather Than as a Link Between a Product and Its Source: A Further Consideration of the Concept of Dilution', European Intellectual Property Review, 35(7), pp. 419-425. 

Week 6: Passing Off and Business Reputation 

  1. Ng, C.W. (2016) 'The Law of Passing Off: Goodwill Beyond Goods', International Review of Intellectual Property and Competition Law, 47(8), pp. 923-949. 

  1. Silverleaf, M. (2019) 'What's Wrong with Victorian Plumbing?', European Intellectual Property Review, 41(1), pp. 23-29. 

  1. Starbucks (HK) Ltd and another v British Sky Broadcasting Group plc and others [2015] UKSC 31. 

 

Week 7: Trade Mark Dispute Resolution and Assessment Preparation 

Essential Resources 

  1. UK Intellectual Property Office (2025) Manual of Trade Marks Practice. Newport: UKIPO. 

  1. UK Intellectual Property Office (2025) Tribunal Practice Notices. Newport: UKIPO. 

  1. Selected UKIPO Hearing Officer Decisions (current editions available via the UKIPO website). 

Supplementary Resources 

  1. World Intellectual Property Organization (WIPO) (2024) WIPO Intellectual Property Handbook. Geneva: WIPO. 

  1. European Union Intellectual Property Office (EUIPO) (2025) Guidelines for Examination of European Union Trade Marks. Alicante: EUIPO. 

  1. Selected Appointed Person Decisions on Trade Mark Appeals (available via the UKIPO website).