As novas marcas visuais à luz dos princípios do direito comercial

Detalhes bibliográficos
Autor(a) principal: Cesário, Kone Prieto Furtunato
Data de Publicação: 2016
Tipo de documento: Tese
Idioma: por
Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
Texto Completo: https://tede2.pucsp.br/handle/handle/19359
Resumo: The purpose of this doctoral thesis is to establish how the principles of commercial law legitimate the protection of new visual trademarks. Thus, the author introduces the new visual trademarks as defined from a positive semantic concept of atypical distinctive signs, which suggest a potential renewal of the paradigms of the trademark system. To this effect, the study was divided into two parts: in the first part, such signs are presented from the standpoint of branding development in terms of their semiotic formation; of marketing; and of how such signs are handled in the Brazilian and other trademark legal systems. The second part undertakes an analysis of these signs on a systematic reasoning in order to assess how their derived ownership rights and their respective protection of new visual trademarks arise through the principles of commercial law, especially in the light of the principles of the free initiative and free competition, seen as the purposeful principles of the norms inherent to the trademark system, and which embody the basic drivers of the relationship between new trademarks and entrepreneurial and developmental business activities. Therefore, in this sense, this thesis is based on the concept of regulation of the ownership of such signs as a means of legal protection of private investment
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spelling Coelho, Fábio Ulhoahttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4757521J6Cesário, Kone Prieto Furtunato2016-11-21T12:35:43Z2016-09-26Cesário, Kone Prieto Furtunato. As novas marcas visuais à luz dos princípios do direito comercial. 2016. 190 f. Tese (Doutorado em Direito) - Programa de Estudos Pós-Graduados em Direito, Pontifícia Universidade Católica de São Paulo, São Paulo, 2016.https://tede2.pucsp.br/handle/handle/19359The purpose of this doctoral thesis is to establish how the principles of commercial law legitimate the protection of new visual trademarks. Thus, the author introduces the new visual trademarks as defined from a positive semantic concept of atypical distinctive signs, which suggest a potential renewal of the paradigms of the trademark system. To this effect, the study was divided into two parts: in the first part, such signs are presented from the standpoint of branding development in terms of their semiotic formation; of marketing; and of how such signs are handled in the Brazilian and other trademark legal systems. The second part undertakes an analysis of these signs on a systematic reasoning in order to assess how their derived ownership rights and their respective protection of new visual trademarks arise through the principles of commercial law, especially in the light of the principles of the free initiative and free competition, seen as the purposeful principles of the norms inherent to the trademark system, and which embody the basic drivers of the relationship between new trademarks and entrepreneurial and developmental business activities. Therefore, in this sense, this thesis is based on the concept of regulation of the ownership of such signs as a means of legal protection of private investmentO objetivo desta tese de doutorado é verificar como os princípios do direito comercial legitimam a proteção das novas marcas visuais. Desta forma, apresentam-se as novas marcas visuais, assim definidas a partir de um conceito semântico positivo de sinais distintivos atípicos e que indicam uma possível renovação nos paradigmas do sistema de marcas. Para tanto, o trabalho foi dividido em duas partes: na primeira parte, esses sinais são apresentados do ponto de vista de construção de marca, no sentido de sua formação semiótica; do marketing; e de como são tratados no direito brasileiro e em outros sistemas jurídicos marcários. Na segunda parte, empreende-se uma análise desses sinais em uma sistemática argumentativa, na perspectiva de buscar informar como decorre seu direito de propriedade e a respectiva proteção das novas marcas visuais pelos princípios do direito comercial, especialmente à luz dos princípios da livre iniciativa e concorrência, apresentando-os como normas finalísticas das regras inerentes ao sistema de marcas e que desempenham o papel de condutores basilares entre as novas marcas e a atividade empresarial empreendedora e desenvolvimentista. Assim, a tese é baseada no conceito de regulamentação da propriedade desses sinais como meio de proteção jurídica do investimento privadoCoordenação de Aperfeiçoamento de Pessoal de Nível Superiorapplication/pdfhttp://tede2.pucsp.br/tede/retrieve/40029/Kone%20Prieto%20Furtunato%20Ces%c3%a1rio.pdf.jpgporPontifícia Universidade Católica de São PauloPrograma de Estudos Pós-Graduados em DireitoPUC-SPBrasilFaculdade de DireitoMarcasMarketingNovas marcasTrademarksMarketingNew trademarksCNPQ::CIENCIAS SOCIAIS APLICADAS::DIREITOAs novas marcas visuais à luz dos princípios do direito comercialinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/doctoralThesisinfo:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da PUC_SPinstname:Pontifícia Universidade Católica de São Paulo (PUC-SP)instacron:PUC_SPTEXTKone Prieto Furtunato Cesário.pdf.txtKone Prieto Furtunato Cesário.pdf.txtExtracted texttext/plain423818https://repositorio.pucsp.br/xmlui/bitstream/handle/19359/4/Kone%20Prieto%20Furtunato%20Ces%c3%a1rio.pdf.txtdf61450aff3fa78777c8aca323e81572MD54LICENSElicense.txtlicense.txttext/plain; charset=utf-82165https://repositorio.pucsp.br/xmlui/bitstream/handle/19359/1/license.txtbd3efa91386c1718a7f26a329fdcb468MD51ORIGINALKone Prieto Furtunato Cesário.pdfKone Prieto Furtunato Cesário.pdfapplication/pdf1958100https://repositorio.pucsp.br/xmlui/bitstream/handle/19359/2/Kone%20Prieto%20Furtunato%20Ces%c3%a1rio.pdf1178143fbae9061903704a7c14372ba6MD52THUMBNAILKone Prieto Furtunato Cesário.pdf.jpgKone Prieto Furtunato Cesário.pdf.jpgGenerated Thumbnailimage/jpeg1943https://repositorio.pucsp.br/xmlui/bitstream/handle/19359/3/Kone%20Prieto%20Furtunato%20Ces%c3%a1rio.pdf.jpgcc73c4c239a4c332d642ba1e7c7a9fb2MD53handle/193592023-10-24 12:45:48.605oai:repositorio.pucsp.br: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Biblioteca Digital de Teses e Dissertaçõeshttps://sapientia.pucsp.br/https://sapientia.pucsp.br/oai/requestbngkatende@pucsp.br||rapassi@pucsp.bropendoar:2023-10-24T15:45:48Biblioteca Digital de Teses e Dissertações da PUC_SP - Pontifícia Universidade Católica de São Paulo (PUC-SP)false
dc.title.por.fl_str_mv As novas marcas visuais à luz dos princípios do direito comercial
title As novas marcas visuais à luz dos princípios do direito comercial
spellingShingle As novas marcas visuais à luz dos princípios do direito comercial
Cesário, Kone Prieto Furtunato
Marcas
Marketing
Novas marcas
Trademarks
Marketing
New trademarks
CNPQ::CIENCIAS SOCIAIS APLICADAS::DIREITO
title_short As novas marcas visuais à luz dos princípios do direito comercial
title_full As novas marcas visuais à luz dos princípios do direito comercial
title_fullStr As novas marcas visuais à luz dos princípios do direito comercial
title_full_unstemmed As novas marcas visuais à luz dos princípios do direito comercial
title_sort As novas marcas visuais à luz dos princípios do direito comercial
author Cesário, Kone Prieto Furtunato
author_facet Cesário, Kone Prieto Furtunato
author_role author
dc.contributor.advisor1.fl_str_mv Coelho, Fábio Ulhoa
dc.contributor.authorLattes.fl_str_mv http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4757521J6
dc.contributor.author.fl_str_mv Cesário, Kone Prieto Furtunato
contributor_str_mv Coelho, Fábio Ulhoa
dc.subject.por.fl_str_mv Marcas
Marketing
Novas marcas
topic Marcas
Marketing
Novas marcas
Trademarks
Marketing
New trademarks
CNPQ::CIENCIAS SOCIAIS APLICADAS::DIREITO
dc.subject.eng.fl_str_mv Trademarks
Marketing
New trademarks
dc.subject.cnpq.fl_str_mv CNPQ::CIENCIAS SOCIAIS APLICADAS::DIREITO
description The purpose of this doctoral thesis is to establish how the principles of commercial law legitimate the protection of new visual trademarks. Thus, the author introduces the new visual trademarks as defined from a positive semantic concept of atypical distinctive signs, which suggest a potential renewal of the paradigms of the trademark system. To this effect, the study was divided into two parts: in the first part, such signs are presented from the standpoint of branding development in terms of their semiotic formation; of marketing; and of how such signs are handled in the Brazilian and other trademark legal systems. The second part undertakes an analysis of these signs on a systematic reasoning in order to assess how their derived ownership rights and their respective protection of new visual trademarks arise through the principles of commercial law, especially in the light of the principles of the free initiative and free competition, seen as the purposeful principles of the norms inherent to the trademark system, and which embody the basic drivers of the relationship between new trademarks and entrepreneurial and developmental business activities. Therefore, in this sense, this thesis is based on the concept of regulation of the ownership of such signs as a means of legal protection of private investment
publishDate 2016
dc.date.accessioned.fl_str_mv 2016-11-21T12:35:43Z
dc.date.issued.fl_str_mv 2016-09-26
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/doctoralThesis
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dc.identifier.citation.fl_str_mv Cesário, Kone Prieto Furtunato. As novas marcas visuais à luz dos princípios do direito comercial. 2016. 190 f. Tese (Doutorado em Direito) - Programa de Estudos Pós-Graduados em Direito, Pontifícia Universidade Católica de São Paulo, São Paulo, 2016.
dc.identifier.uri.fl_str_mv https://tede2.pucsp.br/handle/handle/19359
identifier_str_mv Cesário, Kone Prieto Furtunato. As novas marcas visuais à luz dos princípios do direito comercial. 2016. 190 f. Tese (Doutorado em Direito) - Programa de Estudos Pós-Graduados em Direito, Pontifícia Universidade Católica de São Paulo, São Paulo, 2016.
url https://tede2.pucsp.br/handle/handle/19359
dc.language.iso.fl_str_mv por
language por
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Pontifícia Universidade Católica de São Paulo
dc.publisher.program.fl_str_mv Programa de Estudos Pós-Graduados em Direito
dc.publisher.initials.fl_str_mv PUC-SP
dc.publisher.country.fl_str_mv Brasil
dc.publisher.department.fl_str_mv Faculdade de Direito
publisher.none.fl_str_mv Pontifícia Universidade Católica de São Paulo
dc.source.none.fl_str_mv reponame:Biblioteca Digital de Teses e Dissertações da PUC_SP
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