‘Brand’ as a personal interest. Legal and economic insights
‘Brand’ as a personal interest. Legal and economic insights

Summary/Abstract: This paper is a small glimpse of a study whose objective is to ascertain the relationship between the legal and economic notions of a brand. It also seeks to establish whether a brand can lawfully be regarded as a “personal interest” distinct from products covered by an intellectual property (IP) regime under Polish law. This pilot article is the outcome of an initial investigation conducted to launch grant-funded research. Strong brands are said to improve customer relationships, reduce price sensitivity, and boost the value of organizations, all of which are desirable outcomes for firms, according to marketing and economics studies. As a result, knowledge in branding and brand management is an essential yet underappreciated element of business success. Regarding the legal perspective, while some judgements appear to use the term ‘brand’ as an entrepreneurship, the great majority of rulings appear to view a brand as a good name or reputation.

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