Trademark Law in Modern Commerce

Trademark Law in Modern Commerce explores the evolving role of trademarks in an era shaped by digital transformation, artificial intelligence, platform economies, and globalized markets. As brands increasingly operate across online and virtual spaces, trademark law faces new challenges relating to ownership, enforcement, consumer perception, and commercial value.

This edited volume brings together contemporary perspectives on emerging issues such as AI-generated brands, digital marketplaces, influencer marketing, virtual goods, personality rights, and cross-border enforcement. By examining the intersection of law, technology, business, and society, the book provides valuable insights into the future of trademark protection and brand governance in modern commerce.

Intended for academics, practitioners, policymakers, researchers, and students, the book serves as a timely contribution to the ongoing discourse on trademarks in a rapidly changing commercial landscape.