This thesis deals with problems of brand piracy. The main objective is to evaluate the current situation in the various types of piracy, focusing on product piracy especially in the forms of counterfeiting and product imitation. The work consists of a theoretical and a practical part. The first chapter of this part concentrates on the general overview of brand policy. The important role and the value of the brands very much influence the purchasing behavior of consumers and support the presence of non-original products. The second theoretical part is further dedicated to the different types of piracy and legal protection of brands falling under the scope of intellectual property rights. To achieve a more comprehensive view, the practical part considers attitude, shopping behavior and opinions of Czech consumers on this issue.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:114269 |
| Date | January 2011 |
| Creators | Kučerová, Lenka |
| Contributors | Mikeš, Jiří, Levora, Jan |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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