LEGAL PROTECTION OF BRANDS

Abstract

Active attitude towards the brand and creation of its identity on the international market is a good way the company takes its place among strong competition. With a relatively small cost, copyright or industrial property rights should be protected. Otherwise, there is a possibility that competition appears with the same product or title, and collects the fruits of hard work and investment. Protection should be sought in the State Department for protection intellectual property. Each country has its Intellectual Property Office for registration in terms of legal protection of marks. Today, when the globalization processes are prevailing, the brands are usually protected simultaneously in several countries. It is necessary to point out the importance not only of the development, but also of engagement and creation of some new commercial brands / trademarks, as well as preservation of existing, because this days, in the time of increasing competition, they represent one of the basic conditions for the realization of competitive advantages. The competitive advantage is at the same time one of the dominant assumptions of successful business. This greatly supported by numerous legislation.

In the current knowledge economy, domestic entities will be increasingly faced to the trademars as economic and legal concepts. This fact obliges us to master the knowledge and information dealing with the legal and economic aspects of trade marks. For registered trademark we say that it is legaly protected sign used to identify the goods produced by a particular manufacturer or distributed by a particular dealer and to distinguish them from products associated with competing manufacturers or dealers. A trademark becomes a brand when it is well positioned in the minds of consumers and when provides high customer loyalty.