(Formerly 337) Brands today constitute one of the main sources of business value, often outstripping the value of physical assets and, indeed, of a company's other intellectual property. This course will focus on the exploitation of merchandising values (such as brand names and logos), celebrity values (such as product endorsements) and competitive advantage (such as technical know-how) under federal and state trademark, unfair competition, right of publicity and trade secret laws. Elements used in grading: Final Exam.