Strategic branding - The difficulty of the term and trademark 'Fußball WM 2006'

The difficulty of the term and trademark 'Fußball WM 2006'

Business & Finance, Marketing & Sales
Cover of the book Strategic branding - The difficulty of the term and trademark 'Fußball WM 2006' by Hannah Schatte, GRIN Publishing
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Hannah Schatte ISBN: 9783640417926
Publisher: GRIN Publishing Publication: September 3, 2009
Imprint: GRIN Publishing Language: English
Author: Hannah Schatte
ISBN: 9783640417926
Publisher: GRIN Publishing
Publication: September 3, 2009
Imprint: GRIN Publishing
Language: English

Scientific Essay from the year 2009 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, Carl von Ossietzky University of Oldenburg, course: Intellectual Property, language: English, abstract: The Football World Cup ushers a gigantic marketing machinery where particularly industries such as tourism, catering, culture and media are hoping to gain massive revenues. Yet the commercialisation of this event does not only bring marketing managers, but also lawyers on board, because the major part of the earnings of those events are not formed by the ticket sales, but by the sponsorship money. Since the 1980s, sport-sponsoring has increased constantly, due to the fact that companies are hoping to gain an considerable increase in publicity and corporate image benefits. Given the huge expenses, it is not surprising that not only the organisator of the Football World Cup, namely the FIFA , but also the sponsors are longing for maximized exclusiveness of their trademarkrights. Along with this exclusiveness comes the concern about competition law matters, which are also adressed under the behaviour of Strategic Branding. This paper will deal with the problem of Strategic Branding and Ambush-Maketing in cases of eventmarks, using the example of the trademark 'Fussball WM 2006' to illustrate the general problems arising from the application of eventmarks.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Scientific Essay from the year 2009 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, Carl von Ossietzky University of Oldenburg, course: Intellectual Property, language: English, abstract: The Football World Cup ushers a gigantic marketing machinery where particularly industries such as tourism, catering, culture and media are hoping to gain massive revenues. Yet the commercialisation of this event does not only bring marketing managers, but also lawyers on board, because the major part of the earnings of those events are not formed by the ticket sales, but by the sponsorship money. Since the 1980s, sport-sponsoring has increased constantly, due to the fact that companies are hoping to gain an considerable increase in publicity and corporate image benefits. Given the huge expenses, it is not surprising that not only the organisator of the Football World Cup, namely the FIFA , but also the sponsors are longing for maximized exclusiveness of their trademarkrights. Along with this exclusiveness comes the concern about competition law matters, which are also adressed under the behaviour of Strategic Branding. This paper will deal with the problem of Strategic Branding and Ambush-Maketing in cases of eventmarks, using the example of the trademark 'Fussball WM 2006' to illustrate the general problems arising from the application of eventmarks.

More books from GRIN Publishing

Cover of the book Ernest Hemingway: 'The Short Happy Life of Francis Macomber' by Hannah Schatte
Cover of the book The fallen narrator in 'The Fall of the House of Usher' by Hannah Schatte
Cover of the book 'Gangsta Rap' - The Move From Inner City Slums to Profitable Entertainment by Hannah Schatte
Cover of the book An overview and evaluation of government actions on SMEs in the EU, the UK and specific regions of the UK by Hannah Schatte
Cover of the book Wertorientierte Anreizgestaltung by Hannah Schatte
Cover of the book The King's Favourites by Hannah Schatte
Cover of the book Dickensian characters - real or nil? An analysis of characters in Our Mutual Friend by Hannah Schatte
Cover of the book Empiricism vs. Rationalism: The Innate Character of Language by Hannah Schatte
Cover of the book Chinese in the American West by Hannah Schatte
Cover of the book On Oscar Wilde´s 'The Importance of Being Earnest' by Hannah Schatte
Cover of the book The Body Mass Index, Waist Circumference and Blood Pressure of Postmenopausal Women in Zaria, Northern Nigeria by Hannah Schatte
Cover of the book Comparison in English and German by Hannah Schatte
Cover of the book Uniformierte Jugend - Ein Vergleich der Jugendorganisationen des Dritten Reiches und der DDR by Hannah Schatte
Cover of the book Political philosophy of John Locke by Hannah Schatte
Cover of the book Financial System of Germany by Hannah Schatte
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy