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|Keywords: ||品牌;商標;產品週期;成本;時間要件;公平交易法;商標法;brand;trademark;product cycle;cost;time factor;air trade act;rademark act|
|Issue Date: ||2014-08-11 18:35:21 (UTC+8)|
;“Brand” has always been one of our government and enterprises’ means for upgrading the enterprises, and, hopefully, the industry. Most researches, however, focus on its development and benefits, or discuss relevant legal issues such as the criteria for determining the “likelihood of confusion” as prescribed in the Trademark Act. Few studies are conducted from the viewpoint of brand managers on the first line (i.e. the enterprises). As such, this study sought to discuss the practice and trend of brand development and its meaning to enterprises from the aforementioned perspective. The study also took lawsuits in the United States and Taiwan as examples to discuss from perspective of enterprise brand development if existing brand protection mechanism is sufficient for these brand managers.
This paper has been divided into five chapters. Chapter 1 set forth the structure and objective of this study. Chapter 2 started with a discussion on the discrepancies between the definition of brand and logo, and on the benefits of brand development to enterprises from an economic and corporate perspective, followed by the effect of the time factor. Chapter 3 discussed the aforementioned discrepancies in a more concrete way and critical factors of brand development for enterprises. Chapter 4 covers brand protection laws and regulations in Taiwan, and a review, from the enterprises’ brand development perspective, of the systematic relationship, determination criteria, and relevant relief mechanism between Fair Trade Act and the Trademark Act. The last chapter concluded discussion set forth above and discussed future trends.
|Appears in Collections:||[產業經濟研究所] 博碩士論文|
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