From Brand Performance to Consumer Performativity: Assessing European Trade Mark Law after the Rise of Anthropological Marketing
نویسندگان
چکیده
منابع مشابه
European Community Trade Mark and Brand Equity
The Community trade mark has effectively been available since April 1, 1996, although recourse to this tool does not imply abandonment of protection at a national level something still of interest to SMEs. Market globalisation has led to increasingly more frequent horizontal and vertical integration being carried out between companies, with the effect being that of ‘anchoring’ the trade mark mo...
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While volatile marketing spending, as opposed to even-level spending, may improve a brand’s financial performance, it can also increase the volatility of performance, which is not a desirable outcome. This paper analyzes how revenue and cash-flow volatility are influenced by own and competitive marketing spending volatility, by the level of marketing spending, by the responsiveness to own marke...
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chapter i provides an overview of structural linguistics and touches upon the saussurean dichotomies with the final goal of exploring their relevance to the stylistic studies of literature. to provide evidence for the singificance of the study, chapter ii deals with the controversial issue of linguistics and literature, and presents opposing views which, at the same time, have been central to t...
15 صفحه اولDomain Names: Has Trade Mark Law Strayed From Its Path?
Trademarks and domain names are infringed by an unauthorised ‘use in the course of trade.’ Trademark infringement predates the Internet, of course, but by eroding the geographic boundaries that traditionally allowed multiple users to apply the same or similar mark in different countries or in relation to different products, the Internet has aggravated the illegitimate use of trademarks. Part I ...
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ژورنال
عنوان ژورنال: Journal of Law and Society
سال: 2015
ISSN: 0263-323X
DOI: 10.1111/j.1467-6478.2015.00727.x