But de la recherche : déterminer la dépendance des caractéristiques des marques (perceptibilité visuelle, représentation graphique, le caractère distinctif, non-généricité etc.), sur les types généraux spécifiques de capacités intellectuelles et sur les caractéristiques conatives des consommateurs de la population générale, par application de nombreux tests. La recherche a été réalisée sur un échantillon de 206 sujets-consommateurs. Ils ont évalué la qualité des marques de commerce (déposées et refusées) pour différents types de produits et services (TM-1 test). Les sujets ont été testés avec 3 tests cognitifs et 6 tests conatifs. Méthodes quantitatives appliquées : paramètres élémentaires de la statistique descriptive ; corrélation ; analyse factorielle ; analyse de régression multivariée, analyse canonique des corrélations. Les résultats ont indiqué que les variables cognitives et conatives ont des relations statistiquement significatives avec les résultats de TM test (qualité des marques). / Aim of the research: to determine the dependence of trademarks’ characteristics (visual perceptibility, graphical representation, distinctiveness, non-genericeness etc.), on general and specific types of cognitive abilities and conative characteristics of consumers from the general population, by application of numerous tests. The research was realized on a sample of 206 subjects. They have evaluated the quality of registered and refused trademarks for products and services (TM-1 test). The subjects were also tested by 3 cognitive and 6 conative tests. Applied quantitative methods : basic descriptive statistical parameters (Mean, Standard Deviation, Coefficient of Variability); Correlation (Pearson Product-Moment Correlation and Spearman’s Rank Correlation Coefficient); Factor Analysis; Multivariate Regression Analysis in manifest and latent space; and Canonical Correlation Analysis in latent space. The results have indicated that the cognitive and conative variables have statistically significant relation with the results of the TM test (trademark quality).

Muitos trabalhos de pesquisa têm sido realizados para conhecer as reações dos diferentes públicos quando expostos à propaganda. Neste trabalho, o parecer das diversas teorias sobre a aprendizagem mostrou as reações das crianças assimilando as propagandas e passando a querer consumir o que lhes foi mostrado. A especificidade das reações das crianças, seus olhares, falas, silêncios, gestos e comportamentos puderam indicar a experiência de construção de significados a partir dessas exposições. Considerando-se que a propaganda pode construir relações que ampliam o conhecimento de si e do outro, influenciar nos comportamentos e ditar modas e regras, este trabalho de pesquisa buscou investigar a apropriação das propagandas no universo infantil e responder a algumas questões, entre as quais, o problema central: a influência da propaganda televisiva no comportamento do consumidor infantil em idade de 3 a 6 anos é evidenciada por meio do comportamento imitativo no processamento de informações para a adoção de produtos/marca? Portanto por meio levantamento teórico multidisciplinar buscou-se conhecer a influência da propaganda dirigida ao consumidor infantil dessa faixa etária e seu processo de aquisição de bens e serviços; determinou-se como o comportamento de Imitação desse público pode evidenciar o poder dessa influência; estudou-se a criança e sua relação com as marcas, o uso de personagens, celebridades e endossantes nas marcas; verificou-se o poder das cores e embalagens dos produtos e a influência da atmosfera das lojas sobre as crianças; a persuasão da música, dos jingles e do colecionismo. O foco foi analisar o comportamento das crianças e suas mães envolvidas na pesquisa, seu perfil e características enquanto consumidores e seus hábitos em assistir a televisão; e principalmente conhecer a percepção da criança sob a influência da propaganda e suas possíveis reações vicárias. Para atingir os objetivos, foi utilizada a metodologia qualitativa, com entrevistas em profundidade e individuais. A pesquisa de campo realizou-se em três etapas: seleção e análise de anúncios de produtos para o público infantil que apresentassem maior veiculação em programas infantis de maior audiência; e entrevistas com 20 crianças, de classe social alta e média, de 3 a 6 anos e suas respectivas mães. Os pressupostos teóricos sobre o processamento de informação desenvolvidos por Robertson et al. (1984) serviram de base para a elaboração do protocolo de pesquisa. Os principais resultados junto aos objetivos foram: 1) Os elementos imitativos das propagandas que despertaram o interesse das crianças: jingles; cores; presença de crianças; celebridades/ endossantes; música; movimento; chamada do locutor; imagens; slogan; enredo; humor/ suspense/ emoção/ sentimentos e o produto; 2) As crianças demonstraram ter atenção de alta intensidade e seletividade quando o comercial era de produto destinado ao seu sexo; 3) O nível de memorização e controle da memória produzidos pelos comportamentos imitativos presentes nas propagandas apresentadas foi intenso; 4) A resposta cognitiva da criança diante dos elementos imitativos presentes na propaganda foi constante; 5) A repetição dos elementos imitativos da propaganda geram memorização e favorece a imagem da marca e na compra do produto; 6) As crianças reproduzem comportamentos após terem assistido aos anúncios; 7) Os pais percebem que as crianças pedem produtos vistos nos anúncios da TV e são influenciados por elas em suas decisões de compra. Como se pode perceber pelos resultados da presente pesquisa, a propaganda não só influencia no comportamento das crianças e gera imitação; promove aprendizados diversos sobre cultura, conhecimento de povos, música, cores, proteção à natureza e à ecologia; contribui para o desenvolvimento da linguagem; brincadeiras lúdicas; desenvolvimento da cognição, interpretação de gestos, falas e hábitos. Ainda pode também contribuir como auxílio aos pais na educação dos filhos. A comunicação, mesmo a publicitária, tem um papel importante na evolução da criança como pessoa engajada em nosso processo social, do qual, o consumo faz parte há algum tempo. / Many projects have been realized to learn the reactions of different publics when exposed to advertisement. In this study, the view of several theories about learning showed the children\'s reactions when assimilating the ads and desiring to consume what was shown to them. The specificity of the children\'s reactions, their watching looks, speeches, silent moments, gestures and behaviors could indicate the experience of construction of meanings from those exhibitions. Being considered that the advertisement can build relationships that broaden the knowledge of itself and of the other, influence behaviors and dictate fashions and rules, this project tried to investigate the appropriation of the advertisement in the child universe and answer some questions, among which, the central problem: is the influence of TV advertisement in the 3 to 6 year old child consumer\'s behavior evidenced by the imitative behavior in the information processing for the acquisition of products/brand? Therefore, by multi-subject theoretical survey was studied to learn the advertisement influence over the child consumer of that age group and their product purchase process; it was possible to determine how this public imitation behavior can evidence the power of that influence; the children and their relation with brands were investigated, the use of characters, celebrities and endorsing in the brands; the color and the packing of the products were checked as well as the influence of the store atmosphere over the children; the music persuasion, the jingles and the collection habit. The focus was to analyze the children\'s behavior and their mothers involved in the research, their profile and characteristics while consumers and their habits of watching TV; and mainly to learn the children\'s perception under the advertisement influence and their possible vicarious reactions. In order to reach the objectives, the qualitative methodology was used, with interviews in depth and individual. The field research was realized in three stages: selection and analysis of products advertisement for children that presented a larger number of appearance in well known children programs and interview with 20 children from high and medium social class which age ranged from 3 to 6 years old and their respective mothers. The theoretical presuppositions on the information processing developed by Robertson et al. (1984) served as a base for the development of protocol research. The main results were: 1) the advertisement imitative elements that woke up the children\'s interest such as jingles; colors; children\'s presence; celebrities / endorsing; music; movement; call of the announcer; images; slogan; plot; humor / suspense / emotion / feelings and the product; 2) the children demonstrated to have high intensity and selectivity attention when the commercial was of a product destined to their sex; 3) the memorization level and memory control produced by the advertisement imitative behaviors presented was intense; 4) the child\'s cognitive answer in front of the advertisement imitative elements was constant; 5) the repetition of the advertisement imitative elements produce memorization and favors the brand image as well as the purchase of the product; 6) the children reproduce behaviors after watching the advertisement; 7) the parents notice that the children ask for products which were watched in the TV advertisements and they are also influenced by them in their purchase decisions. As one can notice by the project results, the advertisement not only influences the children\'s behavior but it also generates an imitation process; it promotes different learning on culture, learning about peoples, music, colors, nature protection and the ecology; it contributes to the language development; jokes; cognition development and understanding of gestures, speeches and habits. It can also contribute as a help for parents regarding their children education. The communication, even being the advertising, has an important role in the children evolution as a person engaged in our social process, in which, the consumption has been part for ages.

Trademarks and their practical use in economic competition The aim of my thesis is to highlight both the possibility of practical use of trademarks in economic competition and the problems associated with use of the trademarks. The thesis is divided into five main chapters. . The first chapter defines which label may or may not become a trade mark and also describes the registration procedure. In this charter I also point to the current conservative approach concerning sound and smell trademarks and try to suggest a possible future legislation, because in my view the trade mark law is constantly evolving and it is necessary to adapt it to the future market needs. This issue is discussed from the national, european and international point of view. The following chapters concentrate on particular ways of use of trademarks in economic competition. The emphasis is placed mainly on two areas - license agreement and protection against unfair competition. The license agreement is currently the most common means by which the industrial rights are transferred. For this reason I try to outline possible problems arising from a conclusion of a license agreement and from its duration; with reference to the current legislation. Very interesting, but in my point of view, rather controversial opinion was expressed...

<p>The purpose of this paper was to analyse “Identity- about trademarks, signs and symbols”. The project was a co-operation between the National museum of Art and Stockholm School of Economics in the spring of 2002, which consisted of an exhibition, a book and a series of seminars. The goal was to illustrate how the trademark had developed through history, which role it has in the modern society and how the trademark serves as a creator of identities. The project, mostly the exhibition, was exposed to criticism, which was directed towards the sponsorship deals between The National Museum of Art and five companies.</p>

Background: Accounting of intangible assets have increased during the last years which have created a debate about if trademarks should be accounted as assets with the uncertainty of the value in mind. Valuation and accounting of trademarks are of interest for accountants and investors. These should be able toget information about the assets that are of importance for the company. A solid brand can be of great value for a company, which should be accounted for. Purpose: The purpose of this master is to examine the function of the brand in the different companies in the study and map the definitions that the different companies have of brands. We also want to describe and investigate how and why companies choose to present its brands and also investigate the reliability of the used methods of valuation. Accomplishment: To fulfil our purpose, the annual reports from the companies on the Stockholm Stock Exchange were studied. An inquiry was sent to complement the collected information. For further draught we interviewed a lender and a brand expert. Result: Companies define a brand from three different perspectives; marketing-, accounting- and legally perspectives. The companies definitions differ depending on which line of business they work. The most important functions of the brand also differ depending on which line of business they work, generally the companies bring out the distinction and the customer loyalty functions of the brand. Six of the 33 companies in the study has valuated their trademarks. These also have chosen to activate the obtained values. The fact that all companies that have valued its trademarks also activate them may have its reason in that they don´t see a relevance in just valuating the trademark for internal use. The methods of valuation the companies have used are the Cash-flow method, the cost- based method of valuation and the market-based method of valuation. In accounting of trademarks the companies bring out the precautionary principle and solely aquired trademarks are activated in accordance to RR15.

Immateriella tillgångar har blivit allt viktigare i en globaliserad värld med stora företag som investerar och agerar i olika länder. En viktig immateriell tillgång är varumärken. För att kunna värdera ett varumärkes värde finns det flera finansiella metoder. En ny standard, ISO 10668 Requirements for monetary brand valuation, utgavs av ISO (International Organization for Standardization) 1 september 2010. Syftet med denna standard är att på ett tillförlitligt sätt kunna värdera varumärken under sin uppbyggnad, vid eventuella tvister samt vid ett företagsförvärv. Syftet med denna uppsats är att undersöka hur de inblandade parterna i harmoniseringsprocessen av ISO 10668 har arbetat fram en enhetlig standard genom olika konflikter, beslut, samarbeten och kompromisser. Uppsatsen baseras på åtta intervjuer (med personer som varit inblandade i utvecklingen av standarden) samt två dokument. Resultatet som denna uppsats kommer fram till är följande:   Att standarden ämnar till att vara enhetlig genom bland annat transparens krav som möjliggör att en värdering kan granskas av en extern part. För att utveckla denna standard har arbetsgruppen bestått av skilda professioner (konsulter, revisorer, marknadsförare och jurister) för att täcka in olika delar som standarden innehåller (legala, beteendemässiga och finansiella analyser). Att det har funnits vissa konflikter och kompromisser för att möjliggöra standardens existens. Konflikter har varit rörande för många finansiella metoder samt definitionen av varumärke. Kompromisser har utgjorts av att inkludera vissa metoder samt en hopskrivning av varumärkes definition. Detta har även lett till vissa grupperingar och till att ett land röstade mot standarden. Att standardens bidrag är tidigare finansiella värderingsmetoder med att koppla dessa med en legal och beteendemässig analys.   Om denna standard är en enhetlig standard för varumärkesvärderingar tål att diskuteras. Detta eftersom att ett problem som existerat med varumärkesvärderingar är att det finns åtaliga metoder för att värdera ett varumärke på. Standarden är en hopskrivning av tidigare finansiella metoder med en legal analys och en beteendemässig analys. / Intangible assets have become increasingly more important in a globalized world of big companies that invest and operate in different countries. An important intangible asset is trademarks or brands. To evaluate a brand's value, there are several financial methods. A new standard called ISO 10668 Requirements for monetary brand valuation was published by ISO (International Organization for Standardization) September 1st 2010. The purpose of this standard is to evaluate in a reliable way brands in their construction, during possible litigation and in mergers &amp; acquisitions situations. The purpose of this paper is to examine how the parties involved in the process of harmonization of ISO 10668 has developed a uniform standard by various conflicts, decisions, collaboration and compromise. The essay is based on eight interviews (with individuals involved in the development of the standard) and two documents. The results of this paper are the following:   The standard intends to be standardized by including transparency requirements that enable an evaluation can be audited by an external party. To develop this standard, the working group consisted of different professions (consultants, accountants, marketers and lawyers) to cover different parts of the standard contains (legal, behavioral and financial analysis). That there have been some conflicts and compromises in order to allow standard's existence. Conflicts have been on too many financial methods and the definition of brand. Compromises have included the inclusion of certain techniques and a new definition of brands. This has also led to the creation of internal groupings and that one country voted against the standard. The standard contribution is a linking of former financial valuation methods with a legal and behavioral analysis.   If this standard is a standardized for the brand valuation ​​is worth discussing. One problem that has existed with brand valuation is that there are numerous methods for valuing a brand. This standard consists of former existing financial methods with a legal analysis and a behavioral analysis.

<p>Background: Accounting of intangible assets have increased during the last years which have created a debate about if trademarks should be accounted as assets with the uncertainty of the value in mind. Valuation and accounting of trademarks are of interest for accountants and investors. These should be able toget information about the assets that are of importance for the company. A solid brand can be of great value for a company, which should be accounted for. </p><p>Purpose: The purpose of this master is to examine the function of the brand in the different companies in the study and map the definitions that the different companies have of brands. We also want to describe and investigate how and why companies choose to present its brands and also investigate the reliability of the used methods of valuation. Accomplishment: To fulfil our purpose, the annual reports from the companies on the Stockholm Stock Exchange were studied. An inquiry was sent to complement the collected information. For further draught we interviewed a lender and a brand expert. </p><p>Result: Companies define a brand from three different perspectives; marketing-, accounting- and legally perspectives. The companies definitions differ depending on which line of business they work. The most important functions of the brand also differ depending on which line of business they work, generally the companies bring out the distinction and the customer loyalty functions of the brand. Six of the 33 companies in the study has valuated their trademarks. These also have chosen to activate the obtained values. The fact that all companies that have valued its trademarks also activate them may have its reason in that they don´t see a relevance in just valuating the trademark for internal use. The methods of valuation the companies have used are the Cash-flow method, the cost- based method of valuation and the market-based method of valuation. In accounting of trademarks the companies bring out the precautionary principle and solely aquired trademarks are activated in accordance to RR15.</p>

Thèse de doctorat : Sciences de gestion : Université Paris-Dauphine : 2008. Thèse de doctorat : Sciences de gestion : Cergy, ESSEC : 2008. / bibliogr. 280 ref. Index.

The purpose of this paper was to analyse “Identity- about trademarks, signs and symbols”. The project was a co-operation between the National museum of Art and Stockholm School of Economics in the spring of 2002, which consisted of an exhibition, a book and a series of seminars. The goal was to illustrate how the trademark had developed through history, which role it has in the modern society and how the trademark serves as a creator of identities. The project, mostly the exhibition, was exposed to criticism, which was directed towards the sponsorship deals between The National Museum of Art and five companies.

Les conflits entre les noms de domaine et les marques de commerce surgissent essentiellement par manque de coordination entre le système d'enregistrement des noms de domaine et celui des marques. Les marques sont enregistrées par des autorités publiques gouvernementales et les droits qui en découlent ne peuvent s'exercer que sur le territoire du pays d'origine. Le système d'enregistrement des noms de domaine, basé sur la règle "du premier arrivé, premier servi", ne connaît pas de limites géographiques et ignore le principe de spécialité propre aux marques de commerce. L'absence de lien entre ces deux systèmes a permis, l'enregistrement comme noms de domaine par des tiers, de marques de commerce de renom suscitant la confusion quant aux origines des sites. Le nom de domaine constitue un nouveau signe distinctif se situant à la frontière de la régulation technique et du contenu et représente le cadre idéal pour étudier les fondements légitimes de l'intervention du droit dans le cyberespace. En effet, le système des noms de domaine se construit autour de choix et de contraintes techniques dont les concepteurs n'imaginaient pas qu'ils deviendraient la source d'un important contentieux. Les noms de domaine, portes d'accès au réseau, font l'objet d'une tentative de régulation qui concilie les forces contraires de l' ''aterritorialité'' des noms de domaine, avec la "territorialité" des marques de commerce. Cette régulation repose sur la synergie entre l'architecture technique, les normes sociales, l'autoréglementation, le marché et la loi et se présente comme un laboratoire d'idées pour une définition de la régulation de l'Internet. La problématique des noms de domaine et des marques de commerce, constitue une application pratique de cette "corégulation" et amorce ainsi une évolution juridique, facteur de construction du droit sur l'Internet. / Conflicts between domain names and trademarks law, mainly arise from the lack of coordination between their registration processes. The choice and registration of domain names is not subject to any formal regulation and is established on a "first-come first-serve" basis and trademarks are instead subject to a statutory system. Moreover, an important difference between trademarks and domain names is the scope of their reach. Domain names have an instantaneous transnational presence, while trademark law depends on a legislative territory. When a trademark holder wishes to establish himself on the Internet, the holder is sometimes confronted with the fact that someone has already registered a domain name using his own mark. Domain names, as new commercial identifiers, are gateways to web sites and have become one of the most contentious legal issues on the Internet. Therefore, it is of the utmost importance to study the legal interactions in cyberspace in order to find solutions on how they should be handled. The Domain Name System (DNS) is an ideal framework to do so. The current controversy over the Internet’s DNS raises important questions about how the Internet should be administered and governed. A Governance, resulting from the synergy between the technical architecture, social norms, self-regulation, contracts and the law, is not unique to cyberspace. However, the conflict between domain names and trademarks c1early shows the need to search for new directions and develop policy cooperation (or regulated self regulation) in order to predict, establish and monitor the rules governing the Internet.