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Brand perception
KOSOVÁ, Jana
The aim of this diploma thesis was to compare the way the Oberbank AG trademark is perceived by the public and by the employees of the company and, using the analysis and comparison of the perception, to suggest a possible change in the company?s way of communication.
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Misleading Commercial Practices with a Focus on Intellectual Property Rights Infringements
Málková, Lucie ; Horová, Olga (advisor) ; Klečka, Jiří (referee)
This master's thesis deals with a topical subject of intellectual property rights infringements as an example of a misleading commercial practice. The aim of the theoretical part is an analysis of the available data covering the topic. The paper also contains Czech and European statistics of goods infringing intellectual property rights. The thesis then focuses mainly on the issue of an illegal alcohol trade. The objective of the practical part is an analysis of consumer preferences and behaviour of Prague residents in the purchase and consumption of spirits. Another objective is an analysis of a change of consumer preferences and behaviour of Prague residents as an impact of recently revealed cases of a sell of harmful alcohol. The objectives are met via a quantitative questionnaire survey.
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Processing of internationally protected trademarks under the Madrid Agreement and the Protocol
Dobešová, Michaela ; Boháček, Martin (advisor) ; Čada, Karel (referee)
This diploma thesis deals with the processing of international trademark application under the Madrid Agreement and the Protocol to this Agreement. The aim of the work is to evaluate the functionality and benefits of the Madrid system on the basis of an analysis of the international filing procedure (i.e. through the Madrid system), supported by a comparison with national filing. The work responds to the question of whether the Madrid system fulfills its purpose, i.e. whether it simplifies registration of trademarks abroad, whether the international filing is financially advantageous and time-savings, and what other benefits it brings. On the other hand, the author seeks to identify and point out the disandvantages and potential pitfalls of the system. The work thus provides to potential applicants all the necessary information to determine whether to use the international way of trademark registration and what to do for a successful registration.
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Commercial and legal aspects of trademark in the field of gluten-free products
Lášková, Tereza ; Boháček, Martin (advisor) ; Wimrová, Hana (referee)
The diploma thesis deals with the gluten-free labelling placing emphasis on a trademark. The introductory chapter depicts specification of products suitable for gluten-free diet. The thesis assesses and compares commercial and legal aspects of trademark, quality mark and designation specified in public law. These are evaluated in connection with products suitable for gluten-free diet. The concluding part is devoted to an analysis of the European Licensing System.
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Legal aspects of internet search engines used in e-commerce
Fleková, Lucie ; Boháček, Martin (advisor) ; Menčl, Jakub (referee)
Internet enhances the rapid globalization of markets and user often has no means to figure out which national legislation is relevant for him when he is visiting the site. This issue gains importance in the commercialization of relationships, where the traditional, local regulations of this dynamic business environment are often inadequate. This paper aims to look through the analysis of various legal aspects, reveal gaps in existing legislation and determine with the help of international comparisons of, still very different, legal arrangements and practice (particularly judicial decisions) of selected countries, which questions are handled appropriately for the purpose of effective regulation of electronic commerce and whether there might be inspiration from foreign regulation and practice for the Czech law system in the future.
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Brand piracy problematics
Kučerová, Lenka ; Mikeš, Jiří (advisor) ; Levora, Jan (referee)
This thesis deals with problems of brand piracy. The main objective is to evaluate the current situation in the various types of piracy, focusing on product piracy especially in the forms of counterfeiting and product imitation. The work consists of a theoretical and a practical part. The first chapter of this part concentrates on the general overview of brand policy. The important role and the value of the brands very much influence the purchasing behavior of consumers and support the presence of non-original products. The second theoretical part is further dedicated to the different types of piracy and legal protection of brands falling under the scope of intellectual property rights. To achieve a more comprehensive view, the practical part considers attitude, shopping behavior and opinions of Czech consumers on this issue.
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Renewed czech retro brands and their consumer perception
Ševčík, Josef ; Říha, David (advisor) ; Chytková, Zuzana (referee)
This thesis deals with the renewed Czech retro brands and how they are perceived by consumers. The theoretical part defines retro in relation to the brand and it is representing stories of such brands on the Czech market. In the practical part there is a research by form of focus group analyzed, which examines consumer perception of these brands across all age categories. The aim of this thesis is to explore the phenomenon of retro on the Czech market and see how it is perceived by consumers due to age and product category.
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Trademark in the context of European and American law
Fischerová, Alena ; Boháček, Martin (advisor) ; Čada, Karel (referee)
The diploma thesis deals with trademark protection in the system of Community and US law by using the scientific comparative method. The Community trademark is used as the comparatum and the federal trademark as the comparandum. The main goal of the thesis is the comparison of the EU and US perspective on the trademark as one of the subjects of industrial rights. To reach the set goal, the key aspects of the trademark protection are fully discussed in compared legal systems. The first part of the thesis represents the theoretical introduction into the field of trademarks. Here, the historical development is summarized, the evolvement of the single community protection together with principles of trademark protection in the USA are explained, completed by a summary of the sources of law in compared legal systems. In the main part of the thesis, the trademark in both legal systems is discussed, starting with the trademark definition according to both the Community and US law together with the key international treaties; followed by an explanation of different trademark types with an emphasis on non-traditional trademarks; right to trademark; Community and US trademark registration compared to the international registration; trademark use; and concluding with the rights the trademark holder possesses.
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Economic and legal aspects of brand
Kazdová, Hana ; Horová, Olga (advisor) ; Štědroň, Bohumír (referee)
The Bachelor's thesis deals with brands and is mainly focused on the estimation of their value. The purpose of the thesis is to achieve three main goals in the chapters following an introductory theoretical-methodological part. First goal is to perform an analysis of legal protection of brands in the Czech Republic. The analysis shows that all various kind of brands are protected by Czech law mainly by four institutes of private law - trademarks, business firms, protection of personality and unfair competition. The remaining goals are to estimate the value of two formerly used brads Enron and WorldCom to year 2000 and suggest a method, which would be able to calculate the decrease in their value during the consequent years. Both brands are valuated with the help of relief from royalty method and the results signify that both brands used to have an exceptional value. The thesis also suggests using a crude death rate of population to calculate the decrease in brands' value after the termination of their usage and illustrates the decrease in the value of Enron and WorldCom since 2000 to 2025.
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Legal aspects of trade mark as part of goodwill
Kadlec, Tomáš ; Boháček, Martin (advisor) ; Čada, Karel (referee)
This work deals with the term goodwill and its analysis of the legal system in the Czech Republic. Compares the relationship of "good reputation" and "goodwill". It also considers the relationship of goodwill and trademarks. It refers to the modern concept of goodwill in respect to trademarks. This work also introduced a system of passing off (unauthorized use of the sign) in UK law. In passing off goodwill is an important element in assessing whether the passing off occurred or not. It also examines the understanding of the goodwill in the Anglo-American legal system. It describes several theories of goodwill, according to legal-historical developments. It also discusses the possibility of transferability of goodwill.
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