Επιχειρηματικότητα και Brand Name: δημιουργία και προστασία

Παπαγεωργίου, Έλλη - Ξανθή

Master Thesis

Author

Παπαγεωργίου, Έλλη - Ξανθή

Date

2018-05-04

Abstract

One of the most important issues the modern entrepreneur needs to face, is to find ways in order to create a relationship between his branded products and the consumers. Through a well-organized marketing and branding strategy, the entrepreneur creates a trademark that will define and differentiate his products or services in the relevant market. The creation of a strong and recognizable brand name leads to the development of a significant bond between the consuming parties and the entrepreneur’s products. Consequently, the brand name provides the entrepreneur with a competitive advantage and higher profits. The trademark right is an inherent "private right" to claim exclusive possession of a trademark as between individuals. Concurrently, the trademark is an intangible asset, subject to transactions and rights in rem. It is also the identity of the product, protecting the consumer from the likelihood of confusion. The protection of trademarks by law is deemed necessary and imposed by the need to protect the financial rights of the entrepreneur. Trademark rights are protected on a national level by Law 4072/2012, as well as on a European and international level. The present thesis examines the link between entrepreneurship and brand name, as a relationship based on innovation, technology and inventiveness, whose goal is to create value, consumer loyalty, and maximize profit. The words trademark and brand name are used with the same meaning for the purposes of the present thesis.

Postgraduate Studies Programme

Δίκαιο και Οικονομία

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οργάνωσης και Διοίκησης Επιχειρήσεων

Number of pages

125

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/11293

Collections

Τμήμα Οργάνωσης και Διοίκησης Επιχειρήσεων

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Except where otherwise noted, this item's license is described as
Αναφορά Δημιουργού-Μη Εμπορική Χρήση 4.0 Διεθνές