Intellectual Property in the Metaverse: Nikeland® brand case study

• Autor(a) principal: Silva, Fernando Melo da
• Data de Publicação: 2024
• Outros Autores: Mazzoni, Jean Carlo, Caldas, Carlos Henrique Sabino
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Cadernos de Prospecção (Online)
• Texto Completo: https://periodicos.ufba.br/index.php/nit/article/view/56183
• topic: Propriedade industrial; Netnografia; Metaverso.; Industrial property; Netnography; Metaverse.

This study aims to analyze the presence of brands in the metaverse, focusing on intellectual property issues. Companies are increasingly interested in exploring the new environment called the metaverse and although it is an innovative environment with countless possibilities for business growth, this trend also brings challenges related to the protection of intellectual property rights, as digital content can be easily copied and used without authorization. The methodology adopted in this work is based on a case study of the Nikeland® brand. Netnography was used to identify the brands that are operating in the metaverse. Google and Bing search engines were mapped with the terms Metaverse and Brands, and it was found that the fashion industry played a leading role, accounting for 48.64% of the results found. In addition, more than half of the brands in the metaverse belong to the fashion segment, with the Nikeland® brand standing out making use of new classes of products and services with specifications aimed at virtual commerce of products.