Right of publicity is multi-faceted, complex, and continuing to evolve. Right of Publicity: Analysis, Valuation and the Law is a unique book that brings together two truly unique phenomena: the legal aspects of the rights of publicity, which are increasingly talked about, utilized, expanded and...
Right of publicity is multi-faceted, complex, and continuing to evolve. Right of Publicity: Analysis, Valuation and the Law is a unique book that brings together two truly unique phenomena: the legal aspects of the rights of publicity, which are increasingly talked about, utilized, expanded and litigated. The second is cultural and business based, the rapid growth of celebrity branding via licensing, promotion, merchandising, and endorsement.
As a result of these trends, right of publicity is one of the fastest growing areas of intellectual property law, marketing and branding, and licensing, merchandising, endorsements, and promotion. Right of Publicity by nationally known author and valuation expert Weston Anson is a valuable resource for understanding and applying the important method of valuing rights of publicity and celebrity brands while also providing guidance in striking stronger and more lucrative deals. It is a clear and accessible examination of the topic—designed to appeal to legal advisors, business and talent managers, and celebrities themselves.
Part I addresses the legal context: the genesis of right of publicity, common law precedence, pioneering case studies, and an overview of today’s relevant and seminal cases.
Part II deals with the parallels between traditional brands and celebrity brands, as well as detailing the business, finance, and analytical issues of right of publicity valuation.
Part III covers the structuring, pricing, and challenges of deals for all types of celebrities.
With the help of this practical resource, anyone who works with right of publicity will:
- Know and understand today’s law and deal making, and how the evolving shifting social media and Internet playing field affects right of publicity
- Be able to engage in more and better deals with fewer problems
- Learn how to earn greater income from rights of publicity
Table of Contents
Part I: Historic Foundation and Current Legal Status
Chapter 1: Legal and Commercial Foundations for Rights of Publicity
Chapter 2: Origins, Definitions, and Early Right of Publicity Cases
Chapter 3: The Base for Right of Publicity Laws and Protection
Chapter 4: Federal and State Claims, Defenses, and Exemptions: A Guide for Legal and Business Advisors
Chapter 5: Which States Protect Rights of Publicity, and What Do They Protect?
Chapter 6: International Protection Can Be Even More Problematic
Part II: Who Cares How Much Your Client’s Brand Is Really Worth? And Why?
Chapter 7: The Parallels between Traditional Brands and Celebrity Brands
Chapter 8: Multiple Stakeholders Care about the Value of Celebrity Rights of Publicity and Their Brands
Chapter 9: The Need to Establish Right of Publicity Values
Chapter 10: Does Celebrity Endorsement Work?
Part III: Valuation Right of Publicity and Pricing of Deals
Chapter 11: Valuation of Rights of Publicity and Other Intellectual Property Assets
Chapter 12: Challenges in Rights of Publicity Valuation
Chapter 13: Factors, Influences, and Pricing in Celebrity Deals
Chapter 14: Four Factors (Plus One) Driving Celebrity Endorsements
Chapter 15: Anatomy of a Right of Publicity Contract: Bonanza or a Bargain Basement Deal