1  COVER

      2  ABOUT THE AUTHOR

      3  PREFACE CHAPTER 2A—SCANDALOUS TRADEMARKS CHAPTER 3A—ASSEMBLED WORK FORCES ARE VALUABLE BUT MAYBE NOT THE CHIEF EXECUTIVE OFFICER CHAPTER 16A—ROYALTY RATES FOR LICENSING, DATA SOURCES NEW CHAPTER 16B—ROYALTY RATE PRIMER PRESENTATION CHAPTER 27A—EXMARK ESTABLISHES NEW DAMAGES MODEL APPENDIX C-1—FOOD & BEVERAGE INDUSTRY ROYALTY RATES AND SUPPORT FROM THE 25% RULE NOTE

      4  CHAPTER 2A: SCANDALOUS TRADEMARKS LANHAM ACT DISPARAGEMENT CLAUSE IS STRUCK DOWN SOME IMMORAL AND SCANDALOUS TRADEMARKS STILL FIGHT FOR REGISTRATION OUTSTANDING CONSTITUTIONAL SCRUTINY AND STATUTORY INTERPRETATION QUESTIONS NOTE

      5  CHAPTER 3A: ASSEMBLED WORKFORCES ARE VALUABLE BUT MAYBE NOT THE CHIEF EXECUTIVE OFFICER KEY PERSONNEL CAN BITE YOU IN YOUR SHARE PRICE NOTES

      6  CHAPTER 16A: ROYALTY RATES FOR LICENSING, DATA SOURCES

      7  CHAPTER 16B: ROYALTY RATE PRIMER PRESENTATION

      8  CHAPTER 27A: EXMARK ESTABLISHES NEW DAMAGES MODEL EMV AND REASONABLE ROYALTY DAMAGES DAMAGES NOTES

      9  APPENDIX C1: FOOD & BEVERAGE INDUSTRY ROYALTY RATES AND SUPPORT FROM THE 25% RULE MARIO ANDRETTI—5% ON SALES BOTTLE DESIGN: “TRINITY”—8% OF SALES BIG LEAGUE CHEW—2.5% TO 5% OF SALES BRITNEY SPEARS—9% OF SALES BERGHOFF BEER TRADEMARK— $1.2 MILLION BEVERAGES—$0.25 (CDN.) PER CASE CHAMPIONLYTE—3% TO 6% ON SALES CHEESE—5% ON SALES COOL LUC—4% OF SALES COMIC BOOK MILK—2.5% TO 11% OF SALES CRICKET WORLD CUP SPONSORSHIP—$3.69 MILLION DETHRONE ENERGY DRINK—5% TO 12% OF GROSS PROFITS DAIRY BRAND—2% OF SALES DAIRY PRODUCTS—2% ON NET SALES DANNON/YOCREAM CO-BRAND—4% ON SALES DAVE MIRRA—7% ON SALES DEL SUNSHINE—5% OF NET SALES DISNEY CHARACTERS WATER—4% OF NET SALES EGGS—$0.01 PER POUND TO $0.05 PER DOZEN F.I.T.T. ENERGY BEVERAGE—$0.05 PER BOTTLE FOOD FLAVOR—$30 MILLION DEVELOPMENT COST PLUS 1% TO 4% OF SALES FOOD FLAVOR—$20 MILLION DEVELOPMENT COST PLUS 1% TO 4% OF SALES FRENCH FRIES/VENDING—5% OF SALES HAWAIIAN TROPIC—4% OF SALES HEALTHY FOOD—CASH, STOCK AND 10% OF SALES ICE DRAFT—$5 MILLION KRISPY KREME—2% ON SALES MARVEL'S AVENGERS ASSEMBLE CHARACTERS—5% OF SALES MARVEL'S HEROES FLAVORED MILK—2% TO 4% OF SALES MARVEL'S HEROES FLAVORED MILK IN THE MIDDLE EAST—11% OF SALES MEATBALLS—1% TO 6% OF NET SALES MEXICO WATER AND FRUIT DRINKS—2% OF SALES MR. PEANUT SNACKS—$0.02 PER GALLON NEW LEAF BRANDS BEVERAGE—4% OF NET SALES PACKAGING/BEVERAGE CONTAINER—STOCK PLUS 2% OF GROSS PROFITS PACKAGING—$335,000 PLUS 2% ON SALES PACKAGING—20% OF SALES PACKAGING—20% OF SALES POCKET SHOT ENERGY DRINK—1.5% TO 7% ON SALES S&W AND IL CLASSICO TRADEMARKS—2% ON SALES SLIM JIM AND PENROSE TRADEMARKS—$11 MILLION SLIM SLAMMER