O escopo da presente tese reside na análise do contrato de licença de uso de marca à luz da Lei 9.279/96 e do Código Civil de 2002, bem como os efeitos jurídicos daí decorrentes, sobretudo na ambiência do direito pátrio. Sinaliza, por igual, que o tema em questão carece de análise mais depurada em torno dos princípios e cláusulas gerais de direito contratual arraigados ao diploma civil em vigor, dada a sua complexidade e a ampla gama de institutos de Direito Civil e Comercial que encerra, além dos elementos econômicos indissociáveis da realidade jurídica que o permeia. São objetos do presente estudo as matérias que circunscrevem a órbita dos contatos de licença de uso de marca e que, portanto, são indispensáveis à compreensão e à análise crítica do instituto, para o qual se recorre ao Direito Estrangeiro e ao amplo exame da jurisprudência pátria. Na esteira dos objetivos da presente tese, fá-se, ainda, análise das evoluções legislativa, doutrinária e jurisprudencial dispensadas ao instrumento contratual em exame. São externalizados, por igual, debates acerca das novas tendências de tratamento do tema no Direito alienígena e no Brasil, sobretudo em relação à aplicação dos dispositivos consignados na Lei 9.279/96 e outros dispositivos normativos consignados no Código Civil vigente, em cujo diploma houve a unificação do direito obrigacional. A delimitação dos preceitos jurídicos aplicáveis aos contratos de licença de marca ainda remanesce pendente de assentamento no Brasil, em função da atipicidade desta figura contratual de direito industrial. Por fim, com respaldo no princípio da função social do contrato, apresenta-se recomendação no sentido de se reformatar redação de dispositivo normativo consignado na legislação marcária vigente, de tal sorte a harmonizá-lo ao princípio contratual em referência. / The scope of this thesis is the analysis of the Trademark License Agreement in the light of Law 9.279/96 (Brazilian Industrial Property Law) and the Civil Code of 2002, as well as the legal consequences arising therefrom, especially under the national legal system. This work equally indicates that the agreement under review requires further investigation on the principles and provisions of general contract law rooted in civil code in force, given its complexity and wide range of institutes of Civil and Commercial Law, as well as indissoluble economic elements of the legal reality which permeates it. The topics that limit the orbit of the Trademark License Agreement are objects of this study and are, therefore, essential for the understanding and critical analysis of the institute, for which we will also run over the international law and comparative jurisprudence. In the wake of the goals of the current thesis, it is intended to proceed with the examination of legislative, doctrinal and jurisprudential developments with regard to the juridical instrument under consideration. Debates concerning the new trends in treatment of the subject under the International and Brazilian Law are also mentioned, especially in relation to the application of the general principles of Contract Law and other regulations established by the current Civil Code, in which there was the amalgamation of the Obligation Law. The demarcation of the civil principles applicable to the Trademark License Agreements still remains pending consolidation in Brazil, due to the newly and still embryonic civil legislation, as may be largely understood from this study. Finally, in accordance with the social function principle, there is recommendation in order to rewrite an article set forth by the current trademark law, with the aim to harmonize the modified article with the afore said principle.

No description available.

The relationship between trademark protection and copyright protection Abstract The theme of this thesis is the relationship between trademark and copyright protection. The aim of the thesis was to describe the area of trademarks and copyrights, to describe their mutual relationship and to focus on aspects where both of these protections differ significantly. The thesis focuses in more detail on trademarks, which is always addressed at the beginning of each chapter and then compares them with copyright. The first four chapters deal with the key areas of both protections, especially the introduction of the main institutes and their purpose, the systematization of trademarks and copyrights, the origin, duration and termination of both protections, subjective rights and as last but not least exclusions from trademark and copyright protection. The fifth chapter deals with the relationship of both protections and describes the mutual differences that occur especially in the origin, duration, form, and scope of legal protection. It also discusses the possibility of the concurrence of both protections, its causes, types, and consequences. The outcome of this thesis is an overview of trademark and copyright protection and analysis of their mutual relationship with emphasis on the approximation of common features...

The Distinctive Function of Trademark Abstract The main aim of this thesis is to define the trademark, the functions it performs, and thoroughly analyse the distinctive function, especially its manifestations in law and decision- making practice. In addition to scientific literature, it is based on decisions of the Industrial Property Office, EUIPO and the Court of Justice of the European Union in particular. The introductory part is devoted to the trademark as a right to a sign, focusing on its history, definition and basic principles. In order to better understand trademark law, it also briefly defines other rights to signs. The second chapter deals with the various functions of the trademark, namely the distinctive, prohibitive, competitive, assuring and promotional functions. The third part is focused on distinctive character, especially its relation to distinctive function and the difference between inherent and acquired distinctive character. It also categorizes signs according to the degree of distinctive character and analyzes the impact of use on the distinctive character of a trademark, namely enhanced distinctiveness, good reputation and general renown, and their demonstration in opposition proceedings. The fourth chapter deals with the legal regulation of refusal to register a trademark due to...

Corporate Social Responsibility or CSR has, in step with societal development and awareness, driven companies to take several aspects into account. Issues relating to climate, sustainability, social and financial issues are some of the meanings of social responsibility and to which companies are taking into account. The knowledge about the textile industry has broadened throughout society which has led to a certain awareness about what we buy. This makes CSR communication important. Recently, several companies in the fashion industry have chosen to introduce various recycling programs of clothing in an attempt to reduce its climate footprint and position themselves as more sustainable in the market. One example is the fast-fashion company NA-KD and their sustainable initiative NA-KD Circle. Previous research has demonstrated how the inclusion of CSR can be important for the brand's credibility and loyalty. Based on methods that have been linked to the theoretical framework studied, the study has applied rhetorical and semiotic analysis as well as Kim and Ferguson’s six dimensions of effective CSR. In addition to these, Stuart Hall's model of encoding and decoding has also been used to illuminate the reception of the respondents. With the help of semi-structured interviews, the study's second and third questions have been attempted to be answered. These have touched on the topics of whether NA-KD Circle can be perceived as effective CSR and how this affects young women's attitude towards NA-KD as a brand. The interviews were further analyzed with qualitative content analysis where two themes were identified. The women's attitude and influence towards NA-KD as a brand resulted in its image being more skeptical than unchanged. It can also be read that the recipients did not decode the material of NA-KD Circle in the way that the sender was striving for. The recipients partly received the message but applied their personal perspectives and interpretations to the material.

The rationale behind trademark law is to protect the goodwill and reputation of the business, but the ultimate beneficiary is the public. The trademark acts as a key badge to identify the quality of the products and thus helps the public to eliminate confusion about the source of the products.   Over the past two decades or so, trademark law has expanded significantly in many different ways in many parts of the world. Finally, to prevent competitive non-use by others, the scope of rights granted to the trademark owner has been increased, which may not confuse consumers but may reduce the uniqueness of the trademark owner's mark.   In view of the ongoing technological revolution in communication and the increasing process of globalization, businesses seem to be more interested in protecting obsolete symbols such as color symbols, shape symbols, odor symbols, sound symbols, trade dress, etc. Business competitive world market capture. Not only has this broadened the scope of trademark protection, it has also given business enterprises a variety of mark protection options. Thus, the scope of trademark protection has gained pioneering importance in trademark governance.   This thesis attempts to make a systematic analysis of the scope of trademark protection in different jurisdictions, with a reference to the effectiveness of trademarks and the purpose of trademark protection law.

自古以來，人們就有使用標記的習慣，而對於標記使用的開端，已難以考證，此外，使用商標的行為對於現代社會具有重要的意義，欠缺商標的經濟市場難以運行，消費者無從區別、選購商品，生產者則欠缺提升產品品質的動力，不僅經濟市場機制無法運行，更可能導致經濟競爭機制的崩塌，有鑒於商標的重要性，各國相互簽訂國際條約，制定相關制度規範、保障商標，並對於仿冒商標的行為制訂民事和刑事責任。我國商標法對於仿冒商標的行為，原本只有民事侵權責任之規範，然而，因應當時代的國際情勢和國際條約之需求，我國商標法納入刑事規範處罰仿冒商標及販賣仿冒品的行為，在經過幾次修法後，現今我國商標刑罰的條文主要是以消費者的角度，判斷係爭行為是否成立商標罪責，亦即，藉由「混淆誤認之虞」作為商標刑責成立的門檻，除此之外，現行我國商標刑罰的條文尚包含商標使用行為的判斷及行為人主觀要件的具備。 然而，綜觀我國商標法刑事責任的條文，不僅條文內容多為不確定法律概念，與我國商標法民事侵權責任之條文內容幾近相同。民事責任和刑事責任於其本質上大有不同，基於刑罰手段的嚴厲性，對於人民權利的侵害程度非民事責任所能比擬，故有刑法最後手段性原則的出現，但是，我國現行商標法的民事侵權責任和刑罰規範內容幾近相同，則似有違刑法的謙抑性，因此，似有重新對我國現行商標刑罰條文重新檢視之必要，而探究刑法存在的目的，現行多數見解認為是刑法法益，故將探究商標法的保護法益為何，再從確立的法益重新解釋商標刑罰的條文，又商標法第95條為最典型和最原始的仿冒商標行為規範，因此，將專注於商標法第95條的檢討和反思。 / Since ancient times, people have had the habit of using marks, yet the beginning of the use of the mark has been hard to verify. In addition, the use of trademark has important meaning for the modern society. Without trademark, the economic market would be hard to operate. Consumers would not be able to distinguish one product from another, let alone buying the product. As for producers, they would lack the motivation to promote the quality of the product. It might not only stop the operation of the economic market, but also lead to the collapse of the economic competition mechanism. In light of the importance of the trademark, most of the countries signed international treaties, made relevant norms to protect trademarks and formulated civil and criminal liability for counterfeiting trademarks. Originally, there was only civil liability in our trademark law, however, due to the international situation of that time and the needs of the international treaties, our trademark law has brought in criminal punishment for counterfeiting trademarks and selling counterfeit goods. After several amendments to the trademark law, our trademark penalty is mainly based on the view of consumers to determine whether the conduct is found guilty, that is, by using the concept of " the likelihood of confusion" as the threshold of the establishment of the trademark criminal liability. Apart from that, our trademark penalties also require the use of trademark and the subjective elements. However, if we look through our trademark penalties, there are full of uncertain legal concepts, and the content of the provision is same as the trademark civil liability. But there is great difference between the nature of the civil liability and criminal liability, so it is necessary to review our trademark penalty again, and from the view of Rechtsgut. Therefore, after defining the Rechtsgut of our trademark penalty, I would reinterpret Article 95 of the trademark law from the point of view of Rechtsgut, as Article 95 is the typical and the original norms for the conduct of counterfeiting trademarks.

Dans le cadre des activités commerciales en cours, pour rivaliser avec succès au marché du Vietnam en particulier et au marché mondial en général, les entreprises ont besoin d'avoir des produits uniques, variés de styles, de couleurs, et de caractéristiques remarquables. Pour le faire, en réalité, beaucoup d'entreprises ont davantage investi dans la recherche, création et le développement des marques de marchandise. Toutefois, dans les activités commerciales, une situation réelle se passe où les entreprises mènent des activités légitimes sont souvent violés concernant les droits de propriété des marques sous les formes diverses et complexes. La plupart de la violation de marques de commerce se fait à l'erreur délibéré, c'est à dire le sujet réalise l'acte de violation sait bien que sa marque lancée au marché est similaire ou cause la confusion aux consommateurs, afin d'obtenir du profit de la vente de biens ou de services. La cause de la situation ci-dessus peut être dérivée de la construction et gestion de la marque au Vietnam est un domaine relativement nouveau pour de nombreuses entreprises. Ce n'est pas tout propriétaire de l'entreprise considère sa marque comme du bien intangible, donc il n'a pas préparé des conditions juridiquement nécessaires pour consolider et développer la marque. En terme d'objectivité, le système juridique spécialisée du Vietnam n'est pas conforme dans les règlements d'établir le droit de propriété et dans les règlements d'identifier l'acte de violation. Les procédures d'enregistrement des droits de propriété industrielle sont surchargées et complexes; le temps d'attente pour la délivrance du certificat de protection de la propriété des marques est très long et traverse plusieurs étapes d'examen. D'autre part, la sanction pour assurer l'appropriation industrielle au Vietnam n'est pas complète et détaillée, le mécanisme de mise en œuvre des sanctions n'est pas clair, et les bases de règlement ne sont pas satisfaisantes. / As part of ongoing business activities, to successfully compete in the Vietnam market in particular and the global market in general, companies need to obtain unique products, styles and remarkable features to stand out. In order to do this, in reality, many companies have invested more in research, the creation and development of merchandise trademarks. However, in conducting commercial activities, companies who are conducting legitimate activities often find their property rights violated by various trade marks in many complex shapes. Most of the trademark violations is deliberate, which, in another words, the subject knowingly performs the act of infringement with the knowledge that its trademark is similar or confusing for consumers in order to profit from the sale of goods or services. The causes of the above situation that can be derived from the building and manging trademark in Vietnam is a relatively new area for many companies. Not all owners considers their trademarks as intangible goods and, therefore, has not prepared the necessary conditions legally to consolidate and develop their trademarks. In terms of objectivity, Vietnam's specialized legal system does not conform to the regulations that establish the right of ownership and the regulations that identify acts of violation. Registration procedures of industrial property rights are overloaded and complex; the waiting time for the delivery of trademark ownership protection certificate is very long and passes through several stages of review. On the other hand, the penalty for industrial ownership in Vietnam is not complete and detailed of the implementation of penalty is not clear, and the foundation of the laws are not satisfactory. / Trong khuôn khổ hoạt động thương mại đang phát triển tại Việt Nam, quốc gia được tác giả lựachọn nghiên cứu so sánh những quy định pháp luật với Châu Âu, các doanh nghiệp rất cần đưacác sản phẩm, dịch vụ mới, như các sản phẩm thể hiện tính sáng tạo vào giao lưu thương mại dướinhãn hiệu có thể thu hút khách hàng và tạo sự trung thành trước tiên là khách hàng trong nước,sau đó định hướng thu hút khách hàng nước ngoài. Nhãn hiệu là dấu hiệu thu hút khách hàng (vídụ như nhãn hiệu Coca-Cola, được biết đến rộng rãi trên thế giới với những sản phẩm nước uốngkhông có cồn ; hay như nhãn hiệu nổi tiếng Apple, dành chỉ những sản phẩm như máy vi tính,điện thoại và các ứng dụng cho các thiết bị trên). Nhãn hiệu, đóng vai trò quan trọng trong việc raquyết định mua hàng của người tiêu dùng nhất là đối với những sản phẩm mới, có giá trị rất caonên doanh nghiệp phải đầu tư xây dựng, phát triển để có thể thu hút được sự quan tâm của kháchhàng, nhất là việc làm cho khách hàng liên tưởng đến sản phẩm hoặc dịch vụ của họ. Do nhãnhiệu tạo sự trung thành từ khách hàng và có giá trị tài sản cao nên là mục tiêu để bên thứ ba mongmuốn chiếm đoạt, bằng việc nhái nhãn hiệu, làm giả nhãn hiệu nhằm gây nhầm lẫn cho kháchhàng, thu lợi bất chính. Chính vì thế, trong hoạt động kinh doanh cần có những quy định pháp luậtđủ mạnh để ngăn chặn tình trạng vi phạm quyền sở hữu nhãn hiệu, có như thế chủ sở hữu mới cóthể an tâm đầu đầu tư phát triển nhãn hiệu, đồng thời có thể thu hút được những nhà đầu tư nướcngoài, vì có khung pháp lý đủ mạnh để bảo vệ quyền sở hữu nhãn hiệu của họ. Việt Nam đã gianhập nền kinh tế thế giới, do vậy các nhà lập pháp cấn phải xây dựng hệ thống pháp luật và cácbiện pháp để bảo vệ quyền sở hữu trí tuệ nói chung và quyền sở hữu nhãn hiệu nói riêng. Đây lànhiệm vụ phát triển kinh tế nhưng cũng đồng thời thực hiện các cam kết quốc tế mà Việt Nam đãgia nhập. Luận án tập trung nghiên cứu hệ thống pháp luật Việt Nam trong bảo hộ quyền sở hữu nhãn hiệu, từ đó chỉ ra những điểm chưa phù hợp với các công ước quốc tế, như các thủ tục xác lập quyền sở hữu nhãn hiệu còn nhiều mâu thuẫn, cơ quan cấp giấy chứng nhận sở hữu nhãn hiệu là cơ quan hành chính nhưng cũng đồng thời là cơ quan giải quyết các khiếu nại và tranh chấp phát sinh về nhãn hiệu ; chưa có khái nhiệm chuẩn về hành vi nhái nhãn hiệu, và việc xử lý hành vi xâm phạm nhãn hiệu được áp dụng bằng cả ba hình thức chế tài như : hành chính, dân sự, và hình sự với mức chế tài còn nhẹ chưa mang đủ tính răng đe và ngăn chặn những hành vi tương tự xuất hiện trong tương lai, mức bồi thường chưa tương xứng với thiệt hại mà chủ sở hữu nhãn hiệu phải gánh chịu. Luận án giới thiệu kinh nghiệm của một số quốc gia Châu Âu trong việc bảo hộ nhãn hiệu hang hoá, từ đó làm cơ sở cho việc đề xuất những giải pháp nhằm hoàn thiện hệ thống pháp luật Việt Nam, trước nhất phù hợp với các công ước quốc tế, từ đó có thể khuyến khích các doanh nghiệp Việt Nam mạnh dạn tham gia thị trường thế giới và có thể thu hút được những nhà đầu tư nước ngoài.

本研究探討台灣新創手提包時尚品牌如何成功打進國際市場，創造世界級的知名度並打造全球品牌的進程。藉由個案研究方式，觀察JumpFromPaper與Ciao Ciao Banana如何運用時尚界中創意翻玩的灰色地帶，品牌的商標又提供了品牌怎樣的保護，以及著作權如何提供品牌的創新合理的智慧財產保護。 本研究使用賓州大學行銷學者Jonah Berger的感染力要素，分析個案使用之社群媒體操作口耳行銷之方式，豐富其品牌內涵；藉由網路社群的影響力，將品牌行銷於全世界。兩位青年創業家成功創造出讓歐美時尚消費者也喜愛的流行手提包品牌。品牌行銷的過程中，兩個案均針對社群行銷以Promotion Manager角度操作網路媒體的力量打造後進品牌，不失為台灣發展全球品牌的有效方法。個案研究之品牌皆有效運用網路口碑行銷的方式，藉由感染力要素中的社交價值、曝光要素，運用時尚界知名的部落客的社群影響力，為品牌增添時尚的元素，爭取傳統時尚媒體如《Vogue》雜誌的背書，創造後進品牌與流行時尚的連結；也藉由這些時尚界的意見領袖的使用，創造大眾消費者模仿名人、想要擁有該產品的欲望，創造出市場需求。兩個案在使用社群媒體行銷的過程中，其行銷內容均符合感染力要素中的情緒、與故事要素：行銷內容與時事結合、具有故事性，讓消費者感到有趣，主動傳播品牌的行銷內容；此外，創造全球品牌的過程中，如何讓消費者有意識的聯想到品牌，品牌行銷的過程中，使用了觸發物要素，如普普藝術、平面漫畫，使得消費者在特定情境下有機會聯想到該品牌；並且行銷內容不只宣傳品牌、也提供消費者其他方面的便利性，如Ciao Ciao Banana提供實體店周邊的美食地圖，提供品牌消費者造訪實體店時的休閒提案。 JumpFromPaper和Ciao Ciao Banana在全球時尚界獲得矚目後，智慧財產權之商標議題在歐美與中國等世界各重要市場陸續成為品牌必須處理的課題，為了預防品牌經營開拓新市場時，陷入智財訴訟之泥淖，品牌需審慎思考並於佈局新市場的過程中，需要妥善規劃運用智慧財產權保護品牌權益。 / The purpose of the study focused on how the Taiwanese young entrepreneurs started the new fashion brand to a new market and the trademarks strategies. With interview to the brand founder and visit to the channels around Taiwan and California, it revealed the marketing and entry strategy into a new market. The results indicated that the new brand should integrate the resources in marketing and intellectual property with completely market entry strategies. Global marketing and channel development strategies should be well planned in order to build up a whole new brand and registered the necessary trademarks in the market. Still, online marketing with social media channels was a new trend. It is an effective and possible way for Taiwanese company to build up a global brand. The study findings may serve as a guide for further research on branding and trademark strategies in the global market as well as a feasible model for other new Taiwanese brands.

Thesis deals with the valuation of a trademark as an intangible property of a firm. In the theoretical part is a treatise on the difference between brand and trademark. There is also explained the importance of brand essence and brand building. It also described the area, benefiting from brand valuation. The selected company is subjected to several analysis and the value of its brand is recognized by the method license analogy.