Значај и функција жига у пословном и потрошачком сектору
Significance and function of the trademark in the business and consumer sector

Summary/Abstract: The main goal of this paper is an analysis of the meaning and the functions of the trademark in the global business environment. In today’s global economic societies and open market systems, knowing the meaning and the functions of the trademark can help a company in optimising its management actions, create a useful marketing strategy and gain further financial benefits. In this regard, the subject of study is the theoretical and practical aspects of the importance of trademarks and their function (it identifies the product and its origin, it proposes to guarantee its quality, it advertises the product, it creates an image of the product in the minds of the consumers)in companies’ every day work. Particular attention is paid to the influence of the trademark functions on the consumers. In order to provide greater comprehensiveness of the issues that are the subject of elaboration in this paper, in addition to numerous theoretical considerations and the views of several authors, practical examples from the case law have been enclosed.

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