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- Title
CONTREFAÇON DE MARQUE : De quoi parle-t-on ? Comment s'en protéger ?
- Authors
DANAND, CATHERINE
- Abstract
The first stage in the lifetime of a brand is its creation. Brand law will offer the company, in the choice of its brand, a set of signs that will allow it to define its communication strategy. However, throughout its life-cycle, the brand may fall the victim of counterfeit. The latter, which is genuinely a commercial curse, has to be fought against within the frame of a constant market surveillance. The company must therefore know of all the forms of violation that might threaten its brand. The company must also know all the tools that the law provides to protect it.
- Subjects
BRAND name products -- Law &; legislation; BUSINESS enterprises; CONSUMER preferences; PRODUCT life cycle; MARKETING
- Publication
Décisions Marketing, 2009, Issue 53, p53
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/dm.053.53.61