期刊名称：Ovidius University Annals: Economic Sciences Series
电子版ISSN：2393-3127
出版年度：2011
卷号：11
期号：2
语种：English
出版社：Ovidius University Press
摘要：A trade mark stands for a marketing tool through which products/services can be known by consumers. If we look around us everywhere and in all dimensions of our lives,we see that those trade marks that exert tremendous power over the “submissive” consumer are the ones which “reign”. However,in order to maintain their power conferred by the trade mark,companies have understood the importance of defending and protecting the trade mark. Registering a trade mark is seen as a powerful legal “weapon” in the “war” led against its unauthorized use,which could lead to negative consequences for its holder such as: damage to business,reduced market share and reputation damage. There is also the chance that nothing happens if the trade mark is not registered,but the risks are enormous. Therefore,leading companies (and not only) can not afford such a thing.
