I used the symlink method mentioned by @Bernhard Kausler, but found that I could not pin the icon that appeared as a result of viewing emacs from the shell in this way, without returning to using the global menu.
I got a shortcut to launch working unity with this .desktop file:
#!/usr/bin/env xdg-open [Desktop Entry] Version=1.0 Type=Application Terminal=false Icon[en_NZ]=emacs Name[en_NZ]=Gnu Emacs 24 Exec=emacs Name=Gnu Emacs 24 Icon=emacs StartupWMClass=Emacs24
Now I have emacs attached to the launcher and it starts with its own menu bar.
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