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European legislation and case law on designations of origin, geographical indications, and traditional specialties guaranteed
Lesáková, Kateřina ; Patěk, Daniel (advisor) ; Hurychová, Klára (referee)
The diploma thesis deals with the topic of European law and case law on designations of origin, geographical indications, and traditional specialties guaranteed. The aim of this thesis is to comprehensively analyse the EU legislation on geographical indications for agricultural products and foodstuffs, together with related case law and relevant international conventions. In particular, the work focuses on Regulation (EU) No 1151/2012 on quality schemes for agricultural products and foodstuffs, which is key in this area. In the introductory part of the thesis, the characteristics and terminology of geographical indications and the European system of their sui generis protection are introduced. The second part focuses on the functions of geographical indications and their importance for producers and consumers in the European Union. Attention is also paid to current issues and the relationship between geographical indications and innovation. The third part focuses on the relevant international conventions, which are presented chronologically, including the historical and legal circumstances of their creation and an analysis of the most important provisions. The penultimate part of the thesis concerns the legal regulation of geographical indications in the EU and explains its development and...
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Perception of comparative advertising in the Czech environment
Lesáková, Kateřina ; Rosenfeldová, Jana (advisor) ; Vranka, Marek (referee)
This bachelor thesis deals with the issue of comparative advertising and its perception in the Czech environment. From a marketing point of view, comparative advertising represents an interesting opportunity to legally confront the competition in advertising. However, this option is little used in the Czech Republic, although comparative advertising has been permissible for twenty years. The aim of the thesis is to provide a comprehensive insight into the topic and to find out what reactions the comparative advertising in the Czech environment evokes. The theoretical part introduces comparative advertising as part of marketing communication, its legal and non-legal regulation or its perception in different cultures. Research, which deals with the issue of comparative advertising in the Czech environment, is presented additionally. The practical part then builds on the theoretical part and verifies its findings through quantitative research in the form of a questionnaire survey. Specific examples of comparative advertising are also presented. The obtained conclusions can be useful, for example, for advertisers who are considering whether to create a comparative advertisement, but also for the academic community, as this topic is not much researched in the Czech environment.
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