Why protect trademarks? The happy story of trademark law (Trademark law: Chapter 1-1)

This video explores the purposes of trademark law. What do we get out of protecting trademarks?This video introduces the topic by telling a happy story in which the interests of consumers and sellers are in harmony. The next video offers some reasons for questioning that assumption.

0:00 Introduction
0:21 How trademark law differs from copyright and patent law
1:23 Trademark as consumer information regulation
1:44 Trademark's twin beneficiaries
2:28 What do consumers get out of trademark law?
2:40 Avoiding counterfeits
3:00 Lowering search costs
3:50 Generalizing past experience
4:32 Trademarks as repositories of meaning
6:50 Enabling competition and addressing the "lemons problem"
9:40 Fast food as an example of trademarks in action
11:10 Seller benefits
11:38 Trademarks and "goodwill"
12:30 The happy story of trademark law