Brand management in the context of implementing the "community trademark" concept

Abstract

When making decisions concerning products and their brands, marketers have to take into account the politico-legislative environment. This environment consists of laws and governmental bodies which influence and limit the actions of different organisations and companies. The business legislation has developed in the course of time, making it, nowadays, possible to talk about a more significant legal component of marketing. A legal form of protection, offered by the legislative system, against unfair competition is the trade mark. The brand is a sign or a clue, which can be graphically represented, making it possible to distinguish between different similar products or services that are part of the same category, which can be registered making it possible this way for the owner to obtain exclusive rights and protection. From this perspective and also due to its capability to identify the product and its quality, the brand administration becomes an all-important marketing tool.brand, brand protection, community trademark.