Marcas de alto renome: uma abordagem sobre prote??o marcaria e aspectos mercadol?gicos

• Autor(a) principal: Lima, Elizabeth Andrade Pereira
• Data de Publicação: 2010
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da UFRRJ
• Texto Completo: https://tede.ufrrj.br/jspui/handle/jspui/1545
• topic: Marks; Famous Marks; Marketing Aspects; Marca; Marca de Alto Renome; Aspectos Mercadol?gicos; Administra??o

The study aims to examine the legal aspects and market effects involved in the granting of well known marks held by the National Institute of Industrial Property. A famous mark is one that has a fame, a prestige, a high knowledge in the market, associated with good reputation and an attractive force among the general public. Since the famous marks are strong brands and great value, they were developed through effective marketing strategies and branding. Since these marks are recognized and have a attraction power for the consumer, they are exposed to certain risks. Thus the legal protection provided to famous marks aims to save these signs from others that want to take advantage. This research was conducted through a case study, where each unit examined was related to a process associated a trademarks which requested this title. The study investigates the interrelationship between the disciplines of marketing and law in relation to famous marks protection. Based on the considerations of this research we observed the monopoly given to the signal it receives the mark and the concern that the legal norms of granting must have a most way restrictive of protection. Moreover, it was possible to dismember the marketing aspects provided by the companies, through the evidences inserted in processes of brands and check out some marketing elements used in common by the marks that received protection. The study noted the fact that although the famous marks be analyzed based on aspects of marketing, the approach is specifically geared for a view legal. The aspects of marketing that could be exploited by the brand that received the status of famous marks are not used by the companies directly and not perceived by the market and consumers. About the research, we believe that the mark of famous mark is conferred by the National Institute of Industrial Property, built by the companies and validated by the consumer