Includes papers from two conferences jointly sponsored by the Institute for Consumer Antitrust Studies of Loyola University Chicago School of Law and the Centre for Law Economics and Society at University College London. -- Introduction.

Includes bibliographical references and index.

Introduction / Deven R. Desai, Ioannis Lianos and Spencer Weber Waller -- An introduction to the competitive effects of branding / Peter Davis and Kirsten Edwards-Warren -- Bayer or walgreen's? : the relationship of premium and value brands in the united states / James Langenfeld, Wenqing Li, and Sophie Yang -- The value of brands and the challenge of free riding / Tony Appleton and John Noble -- Brands, competition and antitrust law / Deven R. Desai and Spencer Weber Waller -- Brands and brand management : insights from marketing for antitrust / Gregory T. Gundlach & Joan M. Phillips -- Brands and market power : a bird's eye view / Daniel A. Crane -- The two sides of brand marketing : reconsidering competition law governing distribution restraints / Warren S. Grimes -- Brands, product differentiation and eu competition law / Ioannis Lianos -- Private labels, brands and competition law enforcement / Ariel Ezrachi and Ketan Ahuja -- Trademark dilution and the management of brands: implications of the trademark dilution revision act for marketing and marketing research / John D. Mittelstaedt -- Trademark law meets branding? / Ilanah Fhima -- Brands, firms and competition / Andrew Griffiths.