International Intellectual Property Protection of Country Names is a comprehensive book that explores the intricate relationship between branding, intellectual property, and the preservation of national identity in today’s global marketplace. It delves into various aspects of this interplay and provides readers with an understanding of the power of branding and the need to protect brand identity.Natalie Corthésy expertly examines the role of branding as a signal that represents the connection between brands and the products or services they represent, emphasising the importance of marketing and advertising in shaping brand perception and the need to safeguard brand identity against unauthorised use.Using the international intellectual property framework and its protection of country names, Corthésy presents arguments for a multilateral minimum standard of protection by examining existing safeguards such as trademarks, unfair competition regulations, and geographical indications.The result is a collection of compelling case studies on how to implement legislation aimed at protecting national brands, such as the ‘Swissness’ legislation in Switzerland and the strategic planning and policy development in Jamaica to safeguard national symbols and intellectual property. To grapple with securing intellectual property rights in the age of technology, the book outlines ways to ensure stronger protection for country and geographic names in the digital world and discusses intellectual property in postcolonial contexts, proposing new ways to repatriate jobs and promote local resources while considering the interests of states, stakeholders, and the public.With this relevant work, readers are sure to benefit from a thought-provoking examination of the challenges and strategies associated with branding, intellectual property, and the preservation of national identity in today’s interconnected world.