NOWOCZESNE SPOSOBY OCHRONY MARKI – ABSTRAKCYJNE ZNAKI TOWAROWE
MODERN BRAND PROTECTION – NON-CONVENTIONAL TRADEMARKS

Summary/Abstract: Nowadays, the protection of the company name alone seems to be insufficient. Many entrepreneurs takemany attempts to embrace the protection provided by the Industrial Property Law Act for almost every component connected with its brand. This leads to increase of the popularity, not only of conventional trade-marks, but also non-conventional trade-marks, such as shapes, 3D forms, smell, sound or single colour. This article covers the most important problems which are faced by entrepreneurs who decide to provide a modern brand protection as: requirement of graphic representation of the trademark or the issue of the primary and acquired distinctiveness of the trade-mark.

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