Strategic Approaches to Trademark Management at Polish Universities
Strategic Approaches to Trademark Management at Polish Universities

Summary/Abstract: This study examines the role of registered trademarks inuniversity branding, focusing on the Polish context. It explores theinitial steps Polish public universities take in trademark management,the regulations they adopt, and the challenges unique to thisenvironment. The topic has not yet been the subject of acomprehensive evaluation within Polish academic doctrine. Thisresearch is based on a qualitative analysis of legal frameworks,institutional practices, and documented experiences of Polishuniversities in the area of trademark management. The potential oftrademarks as tools for institutional branding, protection, andrevenue generation is often underestimated or overlooked in thestrategic planning of Polish higher education institutions. WhilePolish universities have been developing resources to manage theirtrademarks effectively - such as building administrative teams andraising awareness about the importance of intellectual property - thispotential remains underutilized. Polish universities often rely onpublic funding or historical prestige, reducing the urgency to activelyengage in trademark strategies. This reliance leads to minimalexploration of potential market opportunities, such as partnerships,licensing agreements, or branded merchandise. Without externalpressures, Polish institutions seldom capitalize on the competitiveadvantages that effective trademark management could provide. Tounlock the potential of trademark management, Polish universitiesmust adapt to or create market needs by demonstrating theirtrademarks' value. Strategies include engaging external partners,strengthening alumni networks, and using branding to attractinternational stakeholders. Institutions like Jagiellonian Universityprovide a model for standardized trademark management, aligningwith global trends where universities are both academic andentrepreneurial hubs.

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