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Resumo(s)
No presente tratamos a questão das marcas não-tradicionais, nomeadamente das
sensoriais. Na sociedade atual verificamos a necessidade de as considerar a par das
tradicionais já tão populares entre nós e identificamos a sua dificuldade de registo e
tratamento por parte dos tribunais – no âmbito que diz respeito ao direito como um
problema a solucionar. No âmbito da gestão, consideramos importante que os gestores
estejam informados relativamente às “novas marcas” e que as considerem.
O objetivo deste trabalho consiste em esclarecer e aferir do que se tratam estas
marcas não-tradicionais, aferir a sua importância, procedimento de registo, obstáculos e
dificuldades.
Mais em concreto tratamos do problema das marcas cromáticas – dando os
exemplos da marca LOUBOTIN e da sua batalha pelo registo da cor da sola dos seus
sapatos de salto alto feminino face a outras marcas da mesma indústria tocando o
problema da cópia e ainda os exemplos de uma companhia aérea e marca de automóveis
onde as marcas cromáticas não podem deixar de ser consideradas.
Terminaremos esta dissertação com uma conclusão geral do tema em análise e
apresentando alguns pontos que os gestores devam ter em conta face ao tema em
análise.
In the present we address the issue of non-traditional brands, namely of the sensorial. Today's society needs to consider them alongside traditional that are already so popular with us and we identify their difficulty in registration and treatment by the courts in the area of law as a problem to be solved. In the management side, we consider it important that managers are informed about this figure and consider it. The purpose of this paperwork is to clarify and measure what these so-called non-traditional are about, to assess their importance, registration procedure, obstacles and difficulties. More specifically, we deal with the problem of chromatic marks - giving the examples of the LOUBOTIN brand and its battle to register the color of the sole of their women's high heel shoes against other brands of the same industry touching the copy problem and also the examples of an airline and car brand where color marks can not fail to be considered. We will conclude this dissertation with a general conclusion of the topic under analysis and presenting some points that managers should take into account in relation to the topic under analysis
In the present we address the issue of non-traditional brands, namely of the sensorial. Today's society needs to consider them alongside traditional that are already so popular with us and we identify their difficulty in registration and treatment by the courts in the area of law as a problem to be solved. In the management side, we consider it important that managers are informed about this figure and consider it. The purpose of this paperwork is to clarify and measure what these so-called non-traditional are about, to assess their importance, registration procedure, obstacles and difficulties. More specifically, we deal with the problem of chromatic marks - giving the examples of the LOUBOTIN brand and its battle to register the color of the sole of their women's high heel shoes against other brands of the same industry touching the copy problem and also the examples of an airline and car brand where color marks can not fail to be considered. We will conclude this dissertation with a general conclusion of the topic under analysis and presenting some points that managers should take into account in relation to the topic under analysis
Descrição
Palavras-chave
Marcas não tradicionais Novas marcas Marcas cromáticas Gestão da marca Cópia Non-traditional brands New brands Chromatic marks Brand management Copy