European Community Trade Mark and Brand Equity | Zendy

Stefano Sandri | Zendy

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European Community Trade Mark and Brand Equity

Author(s) -

Stefano Sandri

Publication year - 2001

Publication title -

symphonya emerging issues in management

Language(s) - English

Resource type - Journals

eISSN - 1593-0319

pISSN - 1593-0300

DOI - 10.4468/2001.1.09sandri

Subject(s) - abandonment (legal) , globalization , equity (law) , economic community , business , economic integration , international trade , single market , brand equity , trade barrier , vertical integration , commerce , economics , marketing , economy , market economy , political science , european union , law

The Community trade mark has effectively been available since April 1, 1996, although recourse to this tool does not imply abandonment of protection at a national level - something still of interest to SMEs. Market globalisation has led to increasingly more frequent horizontal and vertical integration being carried out between companies, with the effect being that of ‘anchoring’ the trade mark more and more to company strategy, rather than to the need of identifying itself as the industrial or commercial source of the products actually positioned on the market. The community trade mark is the first legal tool to have been created to serve the new economic environment being laboriously created in Europe

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