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Publicite Et Droit Des Marques
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Book Synopsis Publicité et droit des marques by : Marie Deshors
Download or read book Publicité et droit des marques written by Marie Deshors and published by . This book was released on 2011 with total page 706 pages. Available in PDF, EPUB and Kindle. Book excerpt: Les marques et la publicité sont deux ensembles étroitement liés qui constituent des outils importants pour les entreprises et dont les rapports justifient une analyse approfondie. La marque, qui a une valeur propre, est parfois le principal actif d'une entreprise. Il est donc nécessaire d'y apporter la plus grande attention et c'est notamment par le biais de la publicité que la marque parviendra à accroître sa valeur, son « capital marque ». En effet, la publicité permet à la marque d'augmenter sa notoriété et veille à lui construire une image favorable susceptible d'attirer les consommateurs et ainsi à faire d'elle une marque forte, source de valeur pour l'entreprise. En outre, bien que la fonction de publicité de la marque n'ait été reconnue que récemment par le droit, il est établi que la marque elle-même remplit des objectifs publicitaires en ce qu'elle constitue un instrument d'information mais aussi de séduction et de persuasion. Néanmoins, bien que cette symbiose puisse sembler parfaite, il convient d'apporter des réserves car certaines pratiques récentes se sont révélées dangereuses pour le droit des marques. C'est notamment le cas du référencement payant sur Internet et de la publicité comparative, pratiques qui auraient pourtant pu s'avérer bénéfiques pour les marques si certaines dérives, ainsi que la souplesse d'interprétation des textes par les juges, n'avaient eu pour conséquence des atteintes au droit exclusif conféré aux titulaires de marques enregistrées.
Download or read book No logo written by Naomi Klein and published by Arles [France] : Actes sud. This book was released on 2002 with total page 743 pages. Available in PDF, EPUB and Kindle. Book excerpt: Etat des lieux de la société de consommation, « No logo » analyse et dénonce les innombrables pratiques d'intrusion des marques au cœur de nos vies quotidiennes et expose les formes de résistance qui se mobilisent aujourd'hui pour combattre leur emprise prédatrice. Un best-seller mondial.
Book Synopsis Marques notoires et de haute renommée / Well-Known and Famous Trademarks by : Ilanah Simon Fhima
Download or read book Marques notoires et de haute renommée / Well-Known and Famous Trademarks written by Ilanah Simon Fhima and published by Université de Genève. This book was released on 2011-01-01 with total page 173 pages. Available in PDF, EPUB and Kindle. Book excerpt: Actes de la Journée de Droit de la Propriété Intellectuelle du 15 février 2011, regroupant des contributions d'Ilanah Simon Fhima, Jacques Azéma, Philippe Gilliéron, Yuanshi Bu et Anne Marie E. Verschuur.
Book Synopsis The 22 Immutable Laws of Branding by : Al Ries
Download or read book The 22 Immutable Laws of Branding written by Al Ries and published by Harper Collins. This book was released on 2009-10-06 with total page 239 pages. Available in PDF, EPUB and Kindle. Book excerpt: This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet Branding. Smart and accessible, The 22 Immutable Laws of Branding is the definitive text on branding, pairing anecdotes about some of the best brands in the world, like Rolex, Volvo, and Heineken, with the signature savvy of marketing gurus Al and Laura Ries. Combining The 22 Immutable Laws of Branding and The 11 Immutable Laws of Internet Branding, this book proclaims that the only way to stand out in today's marketplace is to build your product or service into a brand—and provides the step-by-step instructions you need to do so. The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web. The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands. The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand.
Book Synopsis The Law of Advertising and Sales and Related General Business Law, with which is Combined Advertising and Sales that Develop Good-will by : Clowry Chapman
Download or read book The Law of Advertising and Sales and Related General Business Law, with which is Combined Advertising and Sales that Develop Good-will written by Clowry Chapman and published by . This book was released on 1908 with total page 428 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author :Marianne Chappuis Publisher :Jacques de Werra, Université de Genève ISBN 13 :3725560056 Total Pages :146 pages Book Rating :4.7/5 (255 download)
Book Synopsis Sport et propriété intellectuelle / Sport and intellectual property by : Marianne Chappuis
Download or read book Sport et propriété intellectuelle / Sport and intellectual property written by Marianne Chappuis and published by Jacques de Werra, Université de Genève. This book was released on 2009-01-01 with total page 146 pages. Available in PDF, EPUB and Kindle. Book excerpt: Actes de la Journée de droit de la propriété intellectuelle, organisée à Genève le 2 février 2009, regroupant des contributions de Marianne Chappuis, François Gindrat, Ivan Cherpillod, Heijo Ruijsenaars/Pranvera Këllezi, Nick White et Henry Peter/Jacques de Werra
Book Synopsis Marques et Internet by : Nathalie Dreyfus
Download or read book Marques et Internet written by Nathalie Dreyfus and published by Wolters Kluwer France. This book was released on 2011 with total page 470 pages. Available in PDF, EPUB and Kindle. Book excerpt: La présentation et l'analyse des dernières avancées des droits français et international sur la protection et la défense des marques sur l'Internet tant au niveau du Web 1.0 que du Web 2.0 sont au coeur du présent ouvrage. Ainsi, une première partie est consacrée à l'histoire de l'Internet, de sa naissance à son développement foudroyant ainsi qu'aux différents enjeux ayant modelé sa croissance et qui permettent de mieux comprendre les problématiques actuelles. De fait, les réseaux sociaux occupent ici une place centrale. L'auteur précise, ensuite, les différentes politiques de protection en amont, des marques, noms de domaine et réputations sur l'Internet traditionnel. Sont à cet égard présentés les outils juridiques actuels pour l'entreprise qui lui permettent non seulement d'attaquer mais également de se défendre dans les cas d'atteintes à ses droits. La deuxième partie traite plus spécialement de la publicité sur les moteurs de recherche et principalement du cas des "Google AdWords", à la lumière des nombreuses décisions de jurisprudence récemment rendues. Dans la troisième partie, l'auteur, après avoir retracé l'histoire de la révolution que constituent les réseaux sociaux, analyse les nombreux problèmes nouveaux que leur émergence a provoqués. En effet, si l'encadrement juridique de ces réseaux existe, il se construit rapidement avec l'arrivée de nouveaux outils et connaît de nombreuses évolutions. Les entreprises et les créateurs doivent en conséquence très vite s'adapter pour prendre la mesure des changements. A cette fin, l'auteur présente aussi bien le nouveau management des risques d'atteinte à la marque ou au logo sur les réseaux sociaux que la jurisprudence existante en cas d'atteinte, qu'elle soit extrajudiciaire ou judiciaire. Dès lors que l'Internet est par définition mondialisé, l'analyse ne doit pas se concentrer uniquement sur la situation en France mais doit également s'inspirer des exemples suivis à l'étranger. A cet égard, l'auteur apporte de nombreux éléments d'informations récents sur les pratiques suivies.
Book Synopsis Special Protection of Trade Marks with a Reputation under European Union Law by : Michal Bohaczewski
Download or read book Special Protection of Trade Marks with a Reputation under European Union Law written by Michal Bohaczewski and published by Kluwer Law International B.V.. This book was released on 2020-04-09 with total page 445 pages. Available in PDF, EPUB and Kindle. Book excerpt: When a mark acquires a reputation, it becomes a means of attracting consumers by communicating to them various messages going beyond the indication of commercial origin of goods or services. Thus, trade marks familiar to the general public enjoy a special legal protection regime above and beyond that afforded trade marks in general, allowing them to benefit from enhanced protection against reproduction or imitation detrimental to, or taking unfair advantage of, the distinctive character of the mark or its repute. This richly researched book, the first comprehensive guide to current European Union (EU) law and practice concerned with reputed trade marks, conducts an in-depth analysis of this extended protection provided by Regulation 2017/1001 on EU trade marks and Directive 2015/2436 under which it is mandatory across all Member States. Using a practical approach, focused on identifying and analysing the criteria for infringement of trade marks with a reputation in proceedings before civil courts and in administrative proceedings before the European Union Intellectual Property Office (EUIPO) or national trade mark offices, the author addresses such elements of the special protection regime as the following: prerequisites for infringement of the right to a reputed mark common to all recognised forms of infringement; how to demonstrate each type of infringement of the right to the trade mark with a reputation (blurring, tarnishment and unfair advantage); proof of reputation; distinguishing the concept of well-known trade mark; legitimate versus questionable justifications of the ‘due cause’ exception within the meaning of EU law provisions; use of a disputed sign falling under freedom of expression; identifying the role of likelihood of confusion under the special regime; and how to prove the existence of a link between the signs in dispute. The author pays detailed attention to the case law of the Court of Justice and General Court of the EU, as well as cases before the EUIPO and national courts. He takes into account research from a number of Member States (plus Switzerland), thus widening prior work in the field from its predominant English-language context. With this book practitioners will confidently approach cases before courts, the EUIPO and national EU trade mark offices involving enhanced protection of trade marks with a reputation. In addition, the book will help judges and trade mark offices examiners to interpret the EU provisions and assess claims regarding such reinforced protection. For scholars and students of intellectual property law, this book will prove a cornerstone volume in the field.
Book Synopsis Brand Equity & Advertising by : David A. Aaker
Download or read book Brand Equity & Advertising written by David A. Aaker and published by Psychology Press. This book was released on 2013-10-31 with total page 406 pages. Available in PDF, EPUB and Kindle. Book excerpt: The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising. Professionals can gain insight into the new theories, measurement tools and empirical findings that are emerging, while academics are stimulated by the insights and experience that professionals describe and the research questions that they pose. This book consists of papers delivered by experts from academia and industry discussing issues regarding the role of advertising in the establishment and maintenance of brand equity -- making this volume of interest to advertising and marketing specialists, as well as consumer and social psychologists.
Book Synopsis Visual Branding by : Edward F. McQuarrie
Download or read book Visual Branding written by Edward F. McQuarrie and published by Edward Elgar Publishing. This book was released on 2016-12-30 with total page 281 pages. Available in PDF, EPUB and Kindle. Book excerpt: Visual Branding pulls together analyses of logos, typeface, color, and spokes-characters to give a comprehensive account of the visual devices used in branding and advertising. The book places each avenue for visual branding within a rhetorical framework that explains what that device can accomplish for the brand. It lays out the available possibilities for constructing logos and distinguishes basic types along with examples of their use and evolution over time.
Book Synopsis What's in a Name? by : John Philip Jones
Download or read book What's in a Name? written by John Philip Jones and published by M.E. Sharpe. This book was released on 2003 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: This text analyzes brands from the point of view of modern marketing theory. It deals in detail with the role of advertising in creating, building and maintaining strong brands - the lifeblood of any long-term marketing campaign. Recommendations for developing better advertising are included.
Book Synopsis Marketing business to business by : Philippe Malaval
Download or read book Marketing business to business written by Philippe Malaval and published by Pearson Education France. This book was released on 2009 with total page 710 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis What's in a Name? by : David M Jones
Download or read book What's in a Name? written by David M Jones and published by Routledge. This book was released on 2014-12-18 with total page 343 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is a completely rewritten and updated version of one of the true classic books in the field of marketing and advertising. What's in a Name? Advertising and the Concept of Brands analyzes brands from the point of view of modern marketing theory. It deals in detail with the role of advertising in creating, building, and maintaining strong brands - the lifeblood of any long-term marketing campaign. The work is empirically based and is supported by the best research from both the professional and academic fields. The authors describe the birth and maturity of brands and dissect the patterns of consumer purchasing of repeat-purchase goods. In addition to all new research findings and examples, this new edition of What's in a Name? includes first time coverage of the short-term, medium-term, and long-term effects of advertising on sales of brands. The book concludes with new recommendations on how to develop and disseminate better advertising.
Book Synopsis Product Differentiation in Terms of Packaging Presentation, Advertising, Trade Marks, ETC. by : Jules Stuyck
Download or read book Product Differentiation in Terms of Packaging Presentation, Advertising, Trade Marks, ETC. written by Jules Stuyck and published by Springer. This book was released on 2013-12-11 with total page 129 pages. Available in PDF, EPUB and Kindle. Book excerpt: With consumer goods, as weil as consumer durables, the market is obscured because of product differentiation, in for example, the use, of trade marks, and the advertising and get-up of products, and this presents arealproblern in the protection of consumers. After a general demarcation of the forms, techniques and functions of product differentiation, an investigation is made into the correlation between the law and product differentiation; first, regarding pharmaceutical products and, then, though only by way of reconnaissance, for foodstuffs and cosmetics. Both in the general descriptive part and in the parts dealing with various sectors, attention is also paid to product differentiation as a source of the geographical division of markets. In a later chapter, certain general Observations on the law and socially undesirable product differentiation are developed. Here special attention is paid to trade mark law and regulations relating to misleading and dishonest advertising. The survey shows that, in the light of the existing economic model, improved consumer protection against the representation of product differ ences which hardly exist, can best be effected by means of regulations and other initiatives concerned with the supply of information, such as labelling requirements. September 1981 Dr. Jules Stuyck IX Table of Contents The first figure indicates the subsection number and the second figure the page number.
Book Synopsis The Fall of Advertising and the Rise of PR by : Al Ries
Download or read book The Fall of Advertising and the Rise of PR written by Al Ries and published by Harper Collins. This book was released on 2009-03-17 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bestselling authors and world-renowned marketing strategists Al and Laura Ries usher in the new era of public relations. Today's major brands are born with publicity, not advertising. A closer look at the history of the most successful modern brands shows this to be true. In fact, an astonishing number of brands, including Palm, Starbucks, the Body Shop, Wal-Mart, Red Bull and Zara have been built with virtually no advertising. Using in-depth case histories of successful PR campaigns coupled with those of unsuccessful advertising campaigns, The Fall of Advertising provides valuable ideas for marketers -- all the while demonstrating why advertising lacks credibility, the crucial ingredient in brand building, and how only PR can supply that credibility; the big bang approach advocated by advertising people should be abandoned in favor of a slow build-up by PR; advertising should only be used to maintain brands once they have been established through publicity. Bold and accessible, The Fall of Advertising is bound to turn the world of marketing upside down.
Book Synopsis Brands, Trademarks, and Advertising by : Rodney D. Ryder
Download or read book Brands, Trademarks, and Advertising written by Rodney D. Ryder and published by . This book was released on 2003 with total page 520 pages. Available in PDF, EPUB and Kindle. Book excerpt: On the legal protection of brands from copying, counterfeiting, and unfair competition.
Book Synopsis Advertising Compliance Handbook by : Kenneth A. Plevan
Download or read book Advertising Compliance Handbook written by Kenneth A. Plevan and published by . This book was released on 1988 with total page 592 pages. Available in PDF, EPUB and Kindle. Book excerpt:
