Protecting the Global Brand in the European Union

John C. Kozup; Tracy A. Suter; Charles R. Taylor

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Protecting the Global Brand in the European Union

机译：在欧盟保护全球品牌

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Firms desiring to participate in a Global Marketing Strategy (GMS) must be aware of the parameters for intellectual property protection worldwide. Gaining protection for the firm's trademarks-the legal embodiment of its brands- is vital to the implementation of branding strategies at local, national, regional, and global levels. In this paper, we employ a framework derived from Zou and Cavusgil (2002) as the lens through which to examine the strategic impact of the two primary trademark systems that have been developed in the European Union. Finally, the authors examine the impact that modified registration requirements will have on brand protection practices and market expansion opportunities for companies wishing to do business within the European Community. Directions for future research are discussed.

机译：希望参与全球营销策略（GMS）的公司必须了解全球知识产权保护的参数。获得公司商标（其品牌的法律体现）的保护，对于在地方，国家，地区和全球各级实施品牌战略至关重要。在本文中，我们采用源自Zou和Cavusgil（2002）的框架作为视角，通过它可以检查在欧盟开发的两个主要商标体系的战略影响。最后，作者研究了修改后的注册要求对希望在欧洲共同体开展业务的公司的品牌保护实践和市场扩展机会的影响。讨论了未来研究的方向。

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《Journal of Euromarketing》 |2008年第1期|23-34|共12页
作者
John C. Kozup; Tracy A. Suter; Charles R. Taylor;
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作者单位

School of Business, Villanova University, Villanova, PA;

William S. Spears School of Business, Oklahoma State University, Stillwater, OK;

School of Business, Villanova University, Villanova, PA;

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Protecting the Global Brand in the European Union

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