The world has become a "global village" in which the "medium is the message."' A business engaged in international trade uses its trademark' as the medium to convey its message.
Freeman, Harriet R.
"Reshaping Trademark Protection In Today's Global Village: Looking Beyond Gatt's Uruguay Round Toward Global Trademark Harmonization And Centralization,"
ILSA Journal of International & Comparative Law: Vol. 1
, Article 4.
Available at: http://nsuworks.nova.edu/ilsajournal/vol1/iss1/4