‘Brand’ as a personal interest. Legal and economic insights

Marlena Jankowska

Uniwersytet Śląski w Katowicach

Mirosław Pawełczyk

Uniwersytet Śląski w Katowicach

jak w tekscie




Abstrakt

Niniejszy artykuł stanowi wprowadzenie do dalszych badań, których celem jest ustalenie relacji między prawnym i ekonomicznym pojęciem marki. Ma również na celu ustalenie, czy marka może zostać uznana za „dobro osobiste” odrębnie od dóbr objętych ochroną systemu własności intelektualnej (IP) w prawie polskim. Ten artykuł pilotażowy jest wynikiem wstępnego rozpoznania meritum w celu rozpoczęcia badań finansowanych z grantów. W biznesie twierdzi się, że silna marka buduje relacje z klientem, zmniejsza wrażliwość cenową nabywcy, jak też zwiększają wartość przedsiębiorstwa, co według badań marketingowych i ekonomicznych jest nadrzędnym celem wielu firm. W rezultacie wiedza z zakresu brandingu i zarządzania marką jest niezbędnym, choć niedocenianym elementem sukcesu w biznesie. Jeśli chodzi o perspektywę prawną, podczas gdy niektóre wyroki wydają się używać terminu „marka” jako przedsiębiorstwa, zdecydowana większość orzeczeń wydaje się postrzegać markę jako dobre imię lub reputację.


Słowa kluczowe:

prawo własności intelektualnej, prawo mody, dobra osobiste, marka, brand, branding


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2023-03-17

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Jankowska, M., & Pawełczyk, M. (2023). ‘Brand’ as a personal interest. Legal and economic insights. Studia Prawnoustrojowe, (59). https://doi.org/10.31648/sp.8726

Marlena Jankowska 
Uniwersytet Śląski w Katowicach
Mirosław Pawełczyk 
Uniwersytet Śląski w Katowicach
<p>jak w tekscie</p>  Polska

jak w tekscie