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Trademarks and their practical application on business competition
Drápalová, Monika ; Horáček, Vít (advisor) ; Horáček, Tomáš (referee)
Trademarks and their practical use in economic competition The aim of my thesis is to highlight both the possibility of practical use of trademarks in economic competition and the problems associated with use of the trademarks. The thesis is divided into five main chapters. . The first chapter defines which label may or may not become a trade mark and also describes the registration procedure. In this charter I also point to the current conservative approach concerning sound and smell trademarks and try to suggest a possible future legislation, because in my view the trade mark law is constantly evolving and it is necessary to adapt it to the future market needs. This issue is discussed from the national, european and international point of view. The following chapters concentrate on particular ways of use of trademarks in economic competition. The emphasis is placed mainly on two areas - license agreement and protection against unfair competition. The license agreement is currently the most common means by which the industrial rights are transferred. For this reason I try to outline possible problems arising from a conclusion of a license agreement and from its duration; with reference to the current legislation. Very interesting, but in my point of view, rather controversial opinion was expressed...
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Valuation of Krušovice trademarks
Kirsch, Tomáš ; Svačina, Pavel (advisor) ; Pekař, Jan (referee)
The aim of the diploma thesis is to evaluate a portfolio of Krušovice trademarks which is part of a wider trademark portfolio of the Czech beer producer Heineken Česká republika, Ltd. At first, a portfolio of Krušovice trademarks needs to be identified and selected. Secondly, it is essential to carefully choose method for valuation based on the importance and significance of trademark portfolio for the company. Two income methods will be used for valuation of Krušovice trademarks. Consequently, value of all intangible assets of Heineken is determined and the share of Krušovice trademarks on the total intangible assets of Heineken is discussed.
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Protection of Intellectual Property in International Trade
ROZMILEROVÁ, Monika
The main topic of this diploma thesis is "Property of intellectual property rights in international trade. The aim is to provide complex view on intellectual property protection in international trade, afterwards more specifically focused on industrial property, trademarks and geographical indications. The crucial part of the thesis is dovoted to the analysis of individual steps of trademark registration.
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Effects of judgments of the Court of Justice of the European Union on trade mark law with further analysis of cases concerning the L'Oréal Group
Kubínová, Aneta ; Bič, Josef (advisor) ; Němcová, Ingeborg (referee)
This thesis analyses the effects of judgements of the Court of Justice of the European Union on a particular company represented by the French transnational corporation L'Oréal Group. In the first chapter I explain the system within which the protection of the intellectual property is realised. Firstly, I define the key concepts of the intellectual property, and then I introduce the means of the legal protection of the intellectual property on both national and international level. The analysis of the trademark law of the European Union follows in the second chapter where I examine its presence in both primary and secondary law, where I describe the roles of the Court of Justice of the European Union and the Office for Harmonisation in the Internal Market and where I introduce the most important judicature of the Court of Justice of the EU related to the trademark law. The third chapter is of the highest practical importance as it contains the discussion on the effects of judgements of the Court of Justice of the European Union on the L'Oréal Group in the form of a case study. Firstly I analyse the economic strategy of the group and I assess the importance of trademarks for L'Oréal, then I introduce the most important cases of the Court of Justice of the EU in which L'Oréal has been a party to the dispute. I conclude this chapter with the analysis of the effects of judgements of the Court of Justice of the EU on L'Oréal.
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Analysis of the credibility of Brand Finance and Inter Brand ranking performed on the example of L´Oréal Paris trademark valuation
Nejezchlebová, Tereza ; Svačina, Pavel (advisor) ; Mičáková, Veronika (referee)
The main topic of the diploma thesis is the comparison of the evaluation of brand L'Oréal Paris owned by L'Oréal company by the financial evaluation approaches versus rankings publicised by Brand Finance and Inter Brand representing global consultant companies. The goal is to analyze the credibility of Brand Finance and Inter Brand rankings as the examples of companies which publicize global brand rankings. The comparison is done on the specific evaluation of L'Oréal Paris trademark. The potencial is examined in the strategical analysis also with the quality of trademark registered with connection to L'Oréal Paris.The thesis contains financial analysis for the purpose of checking financial health of the company L'Oréal SA. In the last part the trademark is evaluated by the most common valuation methods.. The final value is compared with the ranking values of Brand Finance and Inter Brand.
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Economic-legal development of Budweiser Budvar 1895-2011
Matej, Vlastimil ; Zeman, Karel (advisor) ; Křítková, Soňa (referee)
The aim of this thesis is to analyse the Budweiser Budvar, national enterprise in the field of development of economic-legal forms, management, production and trademarks since its founding in 1895 to the present. Budweiser Budvar deserves individual approach of this work, in particular with regard to the legal form, the value of trademarks and the quality of products. In the theoretical part issues relating to economic-legal forms of state and national companies and the definition of the fundamental differences between them and the trading companies will be addressed. Presented below there are the methods used for an analysis of the management of the company. Further trademarks and protected geographical statuses will be characterized. In the practical part the development of economic-legal forms of the company, the management of the company, the development of the structure and volume of production for the whole of the reference period will be analysed. There is also presented development in the field of trademarks and trademark disputes of the brewery in the Czech Republic and in the world, with an emphasis on the 10 most important export markets of Budweiser Budvar. The last chapter is devoted to the issue of possible transformations of the brewery into a public limited company.
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Valuation of intangible assets
Karlíková, Jitka ; Jurečka, Jan (advisor)
The thesis is focused on the valuation of intangible assets, particularly trademarks and copyrights. In the beginning it deals with the problems of valuation of intangible assets. The main part of the thesis provides an overview of methods for valuation of intangible assets. This part is followed by a practical section that illustrates the procedure of valuation of trademarks and copyrights on a concrete example.
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Legal means against violation of intellectual property rights
Měchurová, Veronika ; Boháček, Martin (advisor) ; Jakl, Ladislav (referee)
This thesis is dealing with legal means for enforcement of intellectual property rights. It is focused on rights to marking, namely trademarks, indication of source, apellations of origin and domain names. The work analyses and characterizes individual legal means and shows possibilities of their use. There are presented procedures of enforcement of rights to marking, definitions of terms and practical examples. The works concentrate not only on Czech legal regulations but also on legal regulations of the European Union and legal regulations of international institutions such as for example agreement TRIPS.
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International trademark protection
Hubáčková, Kristýna ; Boháček, Martin (advisor) ; Jakl, Ladislav (referee)
The diploma thesis gives the view of international trademark protection chiefly through its legal regulation in international agreements and through regulation' s application to the praxis. The thesis is divided according to particular sorts of rights (trademarks, marks of origin, unsigned marks), it consider their concrete regulation, international organizations protecting the rights and trademarks rights enforcement. The aim of the diploma thesis is to explain and to show the basic principles of international trademark protection functioning on concrete cases and decisions and therefore to offer the help to those subjects, who need to orientate themselves at the area of international trademark protection.
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