The subject matter of this thesis is – trademark owners’ rights and civil remedies for their infringement. In this final work legal acts that regulate rights of trademark owners‘and civil remedies for their infringement, actual jurisprudence in trademark cases also some statistical data are analyzed. The purpose of this thesis is to valuate the efficiency of trademark owners’ rights.

Thesis (LL. M.)--University of Toronto, 2004. / Adviser: Abraham Drassinower.

Thesis (M.F.A.)--Rochester Institute of Technology, 1991. / Typescript. Includes bibliographical references (leaf 14).

We investigate the impact of intellectual property on the market value of firms. We use European and national research and development, patent, trademark, design, and financial data on Swedish public companies in the years 2003 to 2013. We regressed intellectual property indicators against Tobin’s q, which we use to measure the market value of firms. Patents, research and development, and trademarks indicate a positive relationship with a firm’s market value, while we did not observe the same relationship for designs. The use of intellectual property is concentrated in manufacturing industries. Large companies hold a majority of all intellectual property stocks. The results of the study show that in general, the financial markets tend to reward companies, which invest in intellectual property. In practice, our results implicate that intellectual property strategy affects shareholder value. Regarding research, our results mostly confirm findings from other studies on the market value of firms; research and development, patents and trademarks. However, more research is needed on the effect of design and the market value of firms.

The aim of the thesis is to analyse suitability of trademarks and designs for protection of products’ appearance, name its advantages and disadvantages and identify and discuss conditions that must be fulfilled for an appearance of a product to be protected by each of the two mentioned types of protection. The thesis further aims to ascertain whether it is, in general, more difficult to obtain a trademark or a design protection of products bearing in mind difficulties that may arise during the registration process. The thesis focuses mainly on the European Union trademarks and Community designs.   Further, the scope of protection conferred by both instruments is analysed and evaluated and it should be determined which type of protection confers a wider protection on its owner. The thesis also aims to respond a question “which of the analysed intellectual property law instruments is more suitable and favourable for protecting an appearance of products.” Therefore, based on this thesis, users of trademarks and designs should be able to decide which of these two types of protection they should use in order to protect their products or products of their clients.

Norteada pelas pesquisas no domínio da Linguística Cognitiva e da Comunicação Social, esta dissertação, de cunho interdisciplinar, objetiva responder ao seguinte questionamento: o que o case da cerveja Polar revela sobre a conceptualização de REGIONAL, através do discurso publicitário e pelo emprego de expressões multimodais de caráter metafórico e metonímico? A proposição que orienta essa pesquisa, na relação com o problema formulado, é que a linguagem multimodal explora uma construção estereotipada de gaúcho na produção das peças publicitárias da marca Polar. Especificamente, visa-se identificar como o modelo cultural do GAÚCHO é utilizado através da linguagem multimodal para posicionar a marca Polar e, com isso, criar vínculos emocionais com os consumidores. Para a corroboração da proposição, montou-se o case da marca Polar servindo-se do método de estudo de caso, formando-se corpora constituídos por três categorias de corpus, quais sejam: três peças publicitárias de mídia impressa, três peças de mídia digital e três vídeos. Como referencial teórico para sustentar essas análises, optou-se por Tavares (1998), Martins (1999; 2006), Pinho (1996), Aaker (2001), Aaker e Joachimsthaler (2002), Torres (2010) e Gobé (2002) para o estudo das marcas emocionais; Lakoff (1980; 1987), Forceville e Urios Aparisi (2009), Forceville (1996; 2009), Koller (2009) e Feltes (2007) para o estudo de metáforas e metonímias conceptuais; e Holland e Quinn (1987), D’Andrade (1987), Quinn (1987; 1997), Strauss e Quinn (1997) para o estudo de modelos culturais. A análise dos corpora revela que (a) as peças midiáticas servem-se amplamente da multimodalidade da linguagem, com ênfase em metáforas e metonímias verbais e não verbais; e (b) os produtores das mídias operam sobre um modelo cultural REGIONAL GAÚCHO de caráter ad hoc, produzindo uma representação conceptual mesclada por elementos de diferentes regiões do estado do Rio Grande do Sul, construída para a consecução dos propósitos específicos de suas campanhas de propaganda. / Submitted by Ana Guimarães Pereira (agpereir@ucs.br) on 2015-02-09T12:47:53Z No. of bitstreams: 1 Dissertacao Aline Gambin.pdf: 5482339 bytes, checksum: 5fb422bf50397496db476767adcf0408 (MD5) / Made available in DSpace on 2015-02-09T12:47:53Z (GMT). No. of bitstreams: 1 Dissertacao Aline Gambin.pdf: 5482339 bytes, checksum: 5fb422bf50397496db476767adcf0408 (MD5) / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Guided by research in the field of Cognitive Linguistics and Social Communication, this thesis, of the interdisciplinary nature, aims to answer the following question: What does the Polar beer case reveal about the conceptualization of the REGIONAL through advertising discourse by employing multimodal expressions of metaphorical and metonymic character? The hypothesis that guides this research, in relation to the formulated problem, is that the multimodal language exploits a stereotypical construction of gaúcho in the production of publicity material of the Polar brand. Specifically, the aim is to identify how the GAUCHO cultural model is used by multimodal language to position the Polar brand and thereby create emotional connections with consumers. In order to corroborate the hypothesis, the case of the Polar brand has been assembled, making use of the method of case study, forming corpora consisting of three corpus categories, namely: three pieces of print media advertising, three pieces of digital media and three videos. As a theoretical framework to support these analyses Tavares (1998), Martins (1999, 2006), Pine (1996), Aaker (2001), Aaker and Joachimsthaler (2002), Torres (2010), Gobé (2002) have been elected for the study of emotional impressions. Lakoff (1980, 1987), Forceville and Urios Aparisi (2009), Forceville (1996, 2009), Koller (2009) and Feltes (2007) have been elected for the study of conceptual metaphor and metonymy. Holland and Quinn (1987), D'Andrade (1987) Quinn (1987, 1997), Strauss and Quinn (1997), in their turn, have guided the study of cultural models. The analysis of corpora shows that (a) the media pieces make wide use of the multimodality of language, with emphasis on verbal and nonverbal metaphors and metonymies; and (b) the media producers operate on a ad hoc REGIONAL GAUCHO cultural model, producing a blended representation by conceptual elements from different regions of the state of Rio Grande do Sul, built for the achievement of the specific purposes of their advertisement campaigns.

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.

Norteada pelas pesquisas no domínio da Linguística Cognitiva e da Comunicação Social, esta dissertação, de cunho interdisciplinar, objetiva responder ao seguinte questionamento: o que o case da cerveja Polar revela sobre a conceptualização de REGIONAL, através do discurso publicitário e pelo emprego de expressões multimodais de caráter metafórico e metonímico? A proposição que orienta essa pesquisa, na relação com o problema formulado, é que a linguagem multimodal explora uma construção estereotipada de gaúcho na produção das peças publicitárias da marca Polar. Especificamente, visa-se identificar como o modelo cultural do GAÚCHO é utilizado através da linguagem multimodal para posicionar a marca Polar e, com isso, criar vínculos emocionais com os consumidores. Para a corroboração da proposição, montou-se o case da marca Polar servindo-se do método de estudo de caso, formando-se corpora constituídos por três categorias de corpus, quais sejam: três peças publicitárias de mídia impressa, três peças de mídia digital e três vídeos. Como referencial teórico para sustentar essas análises, optou-se por Tavares (1998), Martins (1999; 2006), Pinho (1996), Aaker (2001), Aaker e Joachimsthaler (2002), Torres (2010) e Gobé (2002) para o estudo das marcas emocionais; Lakoff (1980; 1987), Forceville e Urios Aparisi (2009), Forceville (1996; 2009), Koller (2009) e Feltes (2007) para o estudo de metáforas e metonímias conceptuais; e Holland e Quinn (1987), D’Andrade (1987), Quinn (1987; 1997), Strauss e Quinn (1997) para o estudo de modelos culturais. A análise dos corpora revela que (a) as peças midiáticas servem-se amplamente da multimodalidade da linguagem, com ênfase em metáforas e metonímias verbais e não verbais; e (b) os produtores das mídias operam sobre um modelo cultural REGIONAL GAÚCHO de caráter ad hoc, produzindo uma representação conceptual mesclada por elementos de diferentes regiões do estado do Rio Grande do Sul, construída para a consecução dos propósitos específicos de suas campanhas de propaganda. / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Guided by research in the field of Cognitive Linguistics and Social Communication, this thesis, of the interdisciplinary nature, aims to answer the following question: What does the Polar beer case reveal about the conceptualization of the REGIONAL through advertising discourse by employing multimodal expressions of metaphorical and metonymic character? The hypothesis that guides this research, in relation to the formulated problem, is that the multimodal language exploits a stereotypical construction of gaúcho in the production of publicity material of the Polar brand. Specifically, the aim is to identify how the GAUCHO cultural model is used by multimodal language to position the Polar brand and thereby create emotional connections with consumers. In order to corroborate the hypothesis, the case of the Polar brand has been assembled, making use of the method of case study, forming corpora consisting of three corpus categories, namely: three pieces of print media advertising, three pieces of digital media and three videos. As a theoretical framework to support these analyses Tavares (1998), Martins (1999, 2006), Pine (1996), Aaker (2001), Aaker and Joachimsthaler (2002), Torres (2010), Gobé (2002) have been elected for the study of emotional impressions. Lakoff (1980, 1987), Forceville and Urios Aparisi (2009), Forceville (1996, 2009), Koller (2009) and Feltes (2007) have been elected for the study of conceptual metaphor and metonymy. Holland and Quinn (1987), D'Andrade (1987) Quinn (1987, 1997), Strauss and Quinn (1997), in their turn, have guided the study of cultural models. The analysis of corpora shows that (a) the media pieces make wide use of the multimodality of language, with emphasis on verbal and nonverbal metaphors and metonymies; and (b) the media producers operate on a ad hoc REGIONAL GAUCHO cultural model, producing a blended representation by conceptual elements from different regions of the state of Rio Grande do Sul, built for the achievement of the specific purposes of their advertisement campaigns.

Doctorat en sciences sociales, politiques et économiques / info:eu-repo/semantics/nonPublished

Domain names in the Czech legal system The aim of this work is to introduce readers to the topic of domain names themselves with a necessary technical overlap, their legal regulation in the Czech legal framework, including a general analysis of particular legal institutes used for their protection (namely trademarks, unfair competition, name of an individual and name of a legal entity), and finally to outline the ways and development of the settlement of disputes arising from them before the judicial and extrajudicial bodies. The first chapter of the thesis covers the concept of domain names as such from a technical point of view. There is described the domain name function in the Internet and the domain name system as well, consisting of top level domains of different types with their specifics. Consequently are there through domain name registration covered domain name disputes in a global context, including the individual causes (types) of these disputes, and finally concludes with the description of a specific form of alternative dispute resolution called UDRP. The second, most extensive chapter is dedicated to the legal regulation of domain names in the Czech legal framework itself. The chapter begins with theoretical concept of domain names from the legal point of view and its historical...