What is trademark dilution and what does anti-dilution statutes protect? Those are the primary questions that the dissertation seeks to answer. When a well-known trade mark is used by a non-competitor in such a way that the misrepresentation is created that the latter's performance has the same source or origin as the well-known trademark, it is called trademark misappropriation. One of the main reasons for the misappropriation is to promote the latter's product and/or performance and thus benefit from it. Whether we call it use or abuse…it is the dilution of the advertising value of the well-known trademark. The dissertation investigates the concept of dilution in order to establish the specific interest that is protected against dilution. / Dissertation (LLM)--University of Pretoria, 2012. / Private Law / unrestricted

Šio magistro baigiamojo darbo tikslas yra atlikti išsamią ženklo pripažinimo plačiai žinomu kriterijų analizė, išskiriant ir nurodant svarbiausius šio statuso aspektus. Magistro baigiamojo darbo tyrimo objektas yra kriterijai, galintys būti reikšmingais sprendžiant dęl prekių ženklo pripažinimo plačiai žinomu. Magistro baigiamajame darbe naudojant lyginamąją, analizės, sisteminį – loginį, istorinį, lingvistinį metodus buvo analizuojami tarptautiniai, Europos Sąjungos ir nacionaliniais teisės aktais, užsienio bei Lietuvos teismų praktika, teisės specialistų moksliniai darbai. Ypatingas dėmesys skiriamas Paryžiaus sąjungos dėl pramoninės nuosavybės apsaugos asamblėjos ir Pasaulinės intelektinės nuosavybės organizacijos generalinės asamblėjos 1999 m. priimtai bendrai rekomendacijai dėl plačiai žinomų ženklų apsaugos (angl. Joint Recommendation Concerning Provisions on the Protection of Well – Known Marks). / The main goal of this master thesis is to make particular analysis of the criteria of the well-known trademark by showing and setting main aspects of this status. The object of this master thesis is criteria, which can be significant defining trade mark as well-known trademark. Using comparative, analytical, systematic – logical, historical, linguistic methods were analyzed international, European Union and national law acts/certificates, foreign and Lithuanian court practice, researches of law professionals. Particular attention and consideration was given to Joint Recommendation Concerning Provisions on the Protection of Well – Known Marks adopted in 1999.

Celebrity endorsement consists of a written or spoken statement from a publicly known person, proclaiming the benefits of some product or service. Previous research on celebrity endorsement has proved it very successful in promoting brands or companies. Even though many marketing strategies exist, it can be especially effective for newly started ventures to apply celebrity endorsement in their approach. While celebrity endorsement may be a good way to overcome weaknesses, such as liability of newness and lack of legitimacy, new ventures often cannot afford to implement this strategy. Therefore, an option to this might be local celebrity endorsement. This thesis investigates the impact of local and well-known celebrity endorsement on communication effectiveness. Through a quantitative study, the authors have concluded that local celebrity endorsers are perceived more trustworthy and emotionally involved in the endorsement process than well-known celebrity endorsers. Local celebrities and well-known celebrities are perceived equally expert, attractive and capable of transferring meaning to the endorsed product. Local celebrity endorsement is overall more effective than well-known celebrity endorsement in communicating the endorsement message. It can therefore be a suitable tool for newly started ventures that cannot afford to employ more expensive, well-known celebrity endorsement in their quest for gaining quick reputational capital.

<p>Celebrity endorsement consists of a written or spoken statement from a publicly known person, proclaiming the benefits of some product or service. Previous research on celebrity endorsement has proved it very successful in promoting brands or companies. Even though many marketing strategies exist, it can be especially effective for newly started ventures to apply celebrity endorsement in their approach. While celebrity endorsement may be a good way to overcome weaknesses, such as liability of newness and lack of legitimacy, new ventures often cannot afford to implement this strategy. Therefore, an option to this might be <em>local</em> celebrity endorsement.</p><p>This thesis investigates the impact of local and well-known celebrity endorsement on communication effectiveness.</p><p>Through a quantitative study, the authors have concluded that local celebrity endorsers are perceived more trustworthy and emotionally involved in the endorsement process than well-known celebrity endorsers. Local celebrities and well-known celebrities are perceived equally expert, attractive and capable of transferring meaning to the endorsed product. Local celebrity endorsement is overall more effective than well-known celebrity endorsement in communicating the endorsement message. It can therefore be a suitable tool for newly started ventures that cannot afford to employ more expensive, well-known celebrity endorsement in their quest for gaining quick reputational capital.</p>

Archaeotourism (also called archaeological tourism) is one of the oldest tourism niches people have visited archaeological sites for centuries. A question that arises is whether less well-known archaeological sites have potential as archaeotourism destinations. Therefore, the main aim of this study is to determine whether Wonderboom Nature Reserve in South Africa has potential as an archaeotourism destination. To determine the potential of the Reserve as such a destination, the attractions of seven archaeotourism sites are discussed four World Heritage Sites and three less well-known archaeological sites based on a literature study. These sites are popular because they offer tourists interesting events and edutainment. Some contribute to nationhood and identity, and have aesthetic value and/or religious meaning. Some have personal significance, and offer mystery, nostalgia or adventure. In some cases, Google Street View is available. In respect of Wonderboom Nature Reserve, a sample of 35 visitors to the Reserve were interviewed in 2015 to gauge their perceptions of the site, using semi-structured interviews. Based on the findings of the literature study and the results of the interviews, the study concludes that Wonderboom Nature Reserve does have potential to be an archaeotourism destination. This conclusion is based on the reasons for which people visit World Heritage and less well-known archaeological sites. For Wonderboom Nature Reserve, it is clear that people visit the site for the Day of the Vow event, and for the four main attractions (Fort Wonderboompoort, the Wonderboom tree, the waterfall, and caves). Some come for nostalgic reasons, others for the various activities the Reserve offers, such as hiking. It is also a sacred site for the Southern Ndebele. Some visitors claimed that they wanted to search for the fabled Kruger millions on the site. The Reserve's rich historical and archaeological resources are also an attraction. However, for Wonderboom Nature Reserve to reach its full potential, this study concludes with a few recommendations, namely better maintenance and proper promotion of the site. Route markings need to be improved. This study is important because scholars often ignore less well-known archaeological sites and their potential contribution towards tourism. / Archaeotourism / Dissertation (MHCS)--University of Pretoria, 2017. / Historical and Heritage Studies / MHCS / Unrestricted

When Sven Jerring passed away in 1979, he had been broadcasting for more than 55 years. He was the first true announcer; the first radio reporter. For decades, almost all important public events were broadcast to the Swedish public by Sven Jerring.The main object of this study has been to study Sven Jerring's broadcasting language over a period of some forty years in three different types of programme, thus to establish whether his use of language changed during that time, and whether differences exist with regard to the type of programme. Does his language progress from a more literary style to one of a more colloquial nature? The answer to this question was sought through the study of such aspects of usage that have traditionally been regarded as denoting a literary usage, and also through the study of usage in which a conflict exists between regional usage and Standard Swedish.The study of Jerring's language has been undertaken in the light of his own statements concerning language and the correctness of language. In an introductory chapter, his broadcasting language has been set against the general view of language in broadcasting circles.The study material consists of recordings taken from three types of programme that comprises elements of Jerring's repertoire over a long period: Barnens brevlåda (Bb) [Children's Letterbox], a programme in which Jerring reads from children's letters and in which children sing and perform; Vasaloppet (Vip) [The Vasa Race], a well-known cross-country skiing race held every year in Sweden; and football commentaries (Fo).The language used by the first radio announcers was correct and formally irreproachable. The announcer's pronunciation was regarded as being of great importance. Special haüäprov, voice tests, were employed as a means of ensuring that candidates for the job adhered to the accepted standard. New announcers seem not to have received any language councelling, whereas guest speakers did. The use of a script was the rule in all types of programme. Jerring was regarded highly by his colleagues for the painstaking preparatory work that he always did. The majority of his colleagues maintained that Jerring used key-words and occasional notes. His ability to improvise without losing the thread was stressed.In his statements concerning language, Jerring consistantly rejected vulgar forms, incorrect usage, and careless language usage.At first, Jerring used two pronunciation forms for the pronoun honom 'him': hânnâm (pronounced 3honom* with two short vowels) and honåm (pronounced 'huntom' with one long and one short vowel). The latter pronunciation does not appear in the material after 1944.The much-discussed subject pronouns de, di (pronounced 'dee*) and dom 'they' caused much trouble in broadcasting, the pronunciation dom being much questioned, despite the strong trend in colloquial usage to move from de to dom. Jerring was, during his entire career, a consistant di-user. The pronunciation of the object pronouns dem and dom 'them' both appear in his broadcasts from the 30's and 40's, whereupon dom becomes the only pronunciation.Jerring used to a surprisingly high degree the -es form of the present tense passive instead om the -s form. It is possible to discern a tendency in Jerring towards a gradual swing towards the -s form. Jerring often omitted the auxiliary verb ha 'have' in subordinate clauses. In the later material, the use of ha as auxiliary verb in subordinate clauses increases in the programme types Bb and Vip. Fo differs from Bb and Vip in the high frequency of incorrectly-constructed sentences (FelM). The incorrectness of these cases of FelM consists of the omission of the subject, which constitutes a natural economy with words in the style of commentary. Bb and Vip have a higher frequency of interjection macro-syntagms (IMS) and vocative macro-syntagms (TMS) than Fo.In conclusion, it may be stated that Sven J erring's broadcasting language did in some respects alter; the shift being towards a more informal and everyday usage. / digitalisering@umu

"Mémoire présenté à la faculté des études supérieures en vue de l'obtention du grade LL.M. en droit des technologies de l'information" / Le présent mémoire de maîtrise a pour objet l'analyse du droit international des marques de commerce et du droit de certains pays industrialisés en comparaison avec la législation canadienne sur les marques de commerce. Il traite également des modifications qu'il serait nécessaire d'apporter à la loi canadienne en vue de l'adoption du Protocole de Madrid, du Traité sur le droit des marques et de l'Arrangement de Nice, et de la mise en application de la Recommandation commune sur les marques notoires. Le Canada devrait aussi modifier certaines dispositions de la loi sur les marques de commerce pour la rendre plus conforme à l'Accord sur les ADPICs et à la Convention de Paris. Compte tenu des lacunes du droit international en ce qui a trait à l'utilisation de la marque, le mémoire analyse et critique cette notion en droit canadien et la compare aux tendances actuelles qui ont cours aux États-Unis et au Royaume-Uni. / The purpose of this thesis is to compare the Canadian legislation in trade-marks law with international trade-marks law and the law of sorne industrialized countries. It is also suggested that the implementation of the Madrid Protocol, of the Trademark Law Treaty, of the Nice Arrangement and of the Joint Recommendation Concerning Provisions on the Protection of Well-Known Marks would necessitate some amendments to the Canadian Trade-Marks Act. Moreover, some sections of the Canadian Trade-Marks Act should be amended so as to comply with the TRIPs Agreement and with the Paris Convention. U.S. and UK. approaches regarding the use of a trade-mark are also analysed, since international law does not appear to have fully addressed this issue.

Le présent mémoire de maîtrise a pour objet l'analyse du droit international des marques de commerce et du droit de certains pays industrialisés en comparaison avec la législation canadienne sur les marques de commerce. Il traite également des modifications qu'il serait nécessaire d'apporter à la loi canadienne en vue de l'adoption du Protocole de Madrid, du Traité sur le droit des marques et de l'Arrangement de Nice, et de la mise en application de la Recommandation commune sur les marques notoires. Le Canada devrait aussi modifier certaines dispositions de la loi sur les marques de commerce pour la rendre plus conforme à l'Accord sur les ADPICs et à la Convention de Paris. Compte tenu des lacunes du droit international en ce qui a trait à l'utilisation de la marque, le mémoire analyse et critique cette notion en droit canadien et la compare aux tendances actuelles qui ont cours aux États-Unis et au Royaume-Uni. / The purpose of this thesis is to compare the Canadian legislation in trade-marks law with international trade-marks law and the law of sorne industrialized countries. It is also suggested that the implementation of the Madrid Protocol, of the Trademark Law Treaty, of the Nice Arrangement and of the Joint Recommendation Concerning Provisions on the Protection of Well-Known Marks would necessitate some amendments to the Canadian Trade-Marks Act. Moreover, some sections of the Canadian Trade-Marks Act should be amended so as to comply with the TRIPs Agreement and with the Paris Convention. U.S. and UK. approaches regarding the use of a trade-mark are also analysed, since international law does not appear to have fully addressed this issue. / "Mémoire présenté à la faculté des études supérieures en vue de l'obtention du grade LL.M. en droit des technologies de l'information"

Syfte: Syftet med denna studie är att jämföra hur Generation X och Y:s attityd till ett varumärke påverkas av produktplacering. Metod: I studien genomfördes en undersökning med hjälp av experimentell design och enkät med 169 respondenter. Varje respondent fick ta del av ett avsnitt från TV-serien Solsidan där det förekommer produktplacering. Därefter fick respondenterna svara på en enkät om de produktplaceringar som förekom i avsnittet. Resultat &amp; slutsats: Resultaten visar att generationerna i de flesta fall har samma inställning till produktplacering generellt. Vår slutsats är att både Generation X och Y har en positiv attityd till ett varumärke som använts i en produktplacering i TV-serien Solsidan. Vi kan se ett undantag vid tydlig produktplacering där båda generationerna visar en negativ attityd. För samtliga varianter av produktplacering går det inte att se någon skillnad mellan generationernas attityd, då Generation X och Generation Y har samma attityd. Förslag till fortsatt forskning: Vårt förslag till vidare forskning är att genomföra samma typ av studie med fler respondenter. Ytterligare ett förslag är att utföra samma typ av studie med hjälp av en kvalitativ undersökning. Uppsatsens bidrag: Det teoretiska bidraget är vår jämförande studie mellan Generation X och Generation Y och deras attityd till varumärket via produktplacering. Vårt praktiska bidrag är att utöka kunskapen för marknadsförare att använda de olika varianter som finns inom produktplacering. Detta för att kunna hjälpa de som använder produktplacering för att nå olika ålderskategorier, då de vill få en positiv inverkan på attityd till varumärket hos konsumenterna de vill nå ut till. / Aim: The purpose of this study is to compare how Generation X and Y´s attitude towards a brand is influenced by product placement. Method: In the study, a survey was conducted using experimental design with 169 respondents. Each respondent was asked to watch a specific episode from the TV-series Solsidan where product placement occurs. Thereafter the respondents answered a survey about product placements that appeared in the episode. Results &amp; conclusion: According to the results, Generation X and Y in most cases have the same attitude to product placement in general. Our conclusion is that both Generation X and Y have a positive attitude towards a brand used in a product placement in the TV-series Solsidan. We can see an exception in prominent product placement where both generations show a negative attitude. For all kinds of product placement, there is no difference between generation's attitude, since Generation X and Generation Y have the same attitude. Suggestions for further research: Our proposal for further research is to do the same type of study with more respondents. Another suggestion is to do the same type of study using a qualitative survey. Contribution of the thesis: The theoretical contribution is our comparative study between Generation X and Generation Y and their attitude towards brands through product placement. Our practical contribution is to expand the knowledge of marketers to use the different kinds of product placement. This in order to help those who use product placement to reach different age categories, as they want a positive impact on the consumer's brand attitude.

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.