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Unlauterer Wettbewerb

Unlauterer Wettbewerb

          
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About the Book

Studienarbeit aus dem Jahr 2011 im Fachbereich Sport - Sonstiges, Note: 1,3, Deutsche Sporthochschule Köln (Sportrechtliches Institut), Sprache: Deutsch, Abstract: Großevents wie beispielsweise Fußball Weltmeisterschaften oder die Olympischen Spiele bilden Plattformen für einen Wettstreit auf hohem Niveau. Anders als auf der sportlichen Ebene, wird der Wettstreit im wirtschaftlichen Teilnehmerfeld um die offiziellen Sponsoren mittlerweile jedoch durch Ambush Marketing teils gegen die Vorschriften betrieben. Während die Charakteristik des Sponsorships ein auf Gegenseitigkeit beruhendes Geschäftsverhältnis darstell, indem der Veranstalter dem Sponsor Vermarktungsrechte überträgt und als Gegenleistung monetär vergütet wird, ist das Ambush Marketing darauf ausgerichtet, sich auf mehr oder weniger subtile Weise Vermarktungsmöglichkeiten ohne monetären Ausgleich zu verschaffen. Dabei nutzen "Ambusher" die Aufmerksamkeit, die der Veranstaltung entgegengebracht wird, um ihr Unternehmen in den Fokus der Wahrnehmung zu rücken. Oft wird hier von einer Art "Trittbrettfahrer-Werbung" gesprochen. Diese Art der Werbung untergräbt die Exklusivität der offiziellen Sponsoren und bedeutet damit nicht nur eine Gefahr für die Eventfinanzierung, sondern stellt auch eine Bedrohung für die Realisierung solcher Events dar. Im Folgenden werden die rechtlichen Grundlagen zu zwei speziellen Ausprägungen des Ambush Marketings näher erläutert, dem direkten und dem indirekten Ambush Marketing. Dabei wird Bezug auf verschiedene Rechtsformen genommen und deren präventive Schutzfähigkeit herausgestellt. 1.EINLEITUNG 2.ERSCHEINUNGSFORMEN DES AMBUSH MARKETINGS 2.1DAS DIREKTE ("PLUMPE") AMBUSH MARKETING 2.2DAS INDIREKTE ("SUBTILE") AMBUSH MARKETING 2.2.1AMBUSH MARKETING BY INTRUSION 2.2.2AMBUSH MARKETING BY ASSOCIATION 3.SCHUTZMÖGLICHKEITEN GEGEN AMBUSH MARKETING 3.1DAS URHEBERRECHT 3.2DAS MARKENRECHT 3.3DAS WETTBEWERBSRECHT 3.


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Product Details
  • ISBN-13: 9783656179214
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 216 mm
  • No of Pages: 20
  • Series Title: German
  • Weight: 68 gr
  • ISBN-10: 3656179212
  • Publisher Date: 02 May 2012
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 1 mm
  • Width: 140 mm


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