EKONOMSKA I PRAVNA STRANA ZAŠTITE ROBNE MARKE / TRGOVAČKOG ŽIGA
Journal Title: Socioeconomica - Naučni časopis za teoriju i praksu društveno-ekonomskog razvoja - Year 2012, Vol 1, Issue 1
Abstract
U aktuelnoj ekonomiji znanja, domaći subjekti će se sve više suočavati sa trgovačkim žigom i kao ekonomskim i pravnim institutom. Ova činjenica obavezuje nas, na ovladavanje znanjima i informacijama koje se bave pravnim i ekonomskim aspektima trgovačkihih žigova. Za žig kažemo da je robna marka – simbol ili ime pod kojim se proizvodi ili usluge javljaju identifikuju i razlikuju od sličnih proizvoda i usluga na tržištu. Trgovački žig postaje brend, onda kada se dobro pozicionira u svijesti potrošača i kada obezbjeđuje visoku lojalnost potrošača. U domaćoj teoriji i praksi trgovački žig se prije svega posmatra kao marketinški institut. Ekonomija trgovačkih žigova odnosi se na: uložene i dobijene vrijednosti u okviru razvoja, održavanja, zaštite, ustupanja ili pribavljanja trgovačkih žigova.
Authors and Affiliations
Aleksandra Vidović
Keywords
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