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wirtschaftliche Bedeutung des rechtlichen Markenschutzes für Unternehmen in der BRD

wirtschaftliche Bedeutung des rechtlichen Markenschutzes für Unternehmen in der BRD

          
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About the Book

Morgens halb 10 in Deutschland (Knoppers): Der Tag beginnt mit einer Schüssel Kellogs, denn die wecken den Tiger in dir (Frosties). Nach dem Frühstück ruft die Pflicht. Zwar ist bereits allein der Gedanke an den bevorstehenden stressigen Arbeitstag unerträglich, doch: geht nicht, gibt's nicht (Praktiker). Selbstverständlich muss zuvor der tierische Mitbewohner gefüttert werden, denn ist die Katze gesund, freut sich der Mensch (Kitekat). Abends werden schließlich je nach Bedarf mit der Perle der Natur (Krombacher) oder der Krönung (Jacobs Kaffee) die besten Filme aller Zeiten gesehen (Kabel 1). Ein Blick auf den dargestellten Tagesablauf zeigt den immensen Einfluss der Marken auf das Leben in der heutigen Gesellschaft. Täglich geben Konsumenten zur individuellen Bedürfnisbefriedigung hohe Summen für vielversprechende Markenprodukte aus. Somit ist es nicht verwunderlich, dass Unternehmen stetig umfangreiche Investitionen in den Aufbau und die Pflege dieser Erfolgspotentiale tätigen. Der durch Red Bull gesponserte Rekordsprung von Felix Baumgartner aus 39 km Höhe, der das Ereignis des Jahres darstellte, war laut Medienberichten mit Kosten von 50 Millionen Euro verbunden. Der dadurch erzielte Werbeeffekt wird hingegen auf mehrere 100 Millionen Euro geschätzt. Parallel zu der wachsenden wirtschaftlichen Bedeutung der Marke kann auch eine Zunahme der globalen Piraterieproblematik verzeichnet werden. Der Aktionskreis der deutschen Wirtschaft gegen Marken- und Produktpiraterie (APM) beziffert den weltweiten volkswirtschaftlichen Schaden durch Plagiate in zurückhaltenden Schätzungen auf 300 Mrd. pro Jahr. Der durch die verfälschten Produkte umgesetzte Warenwert wird nach der internationalen Handelskammer (ICC) auf 600 Mrd. $ beziffert. Betriebswirtschaftliche Folgen äußern sich in gravierenden Umsatzeinbußen und Imageschäden. Die Anzahl der betroffenen Unternehmen in Deutschland ist in den letzten Jahren drastisch gestiegen. Dies führt dazu, dass sie der Problematik größ
About the Author: Mirela Lolic wurde 1988 in Belgrad geboren. Im Alter von sechs Jahren zog sie mit ihrer Familie nach Deutschland und erlernte dank der Hilfe ihres strebsamen Vaters zügig die deutsche Sprache. Ihr BWL-Studium an der Ruhr-Universität- Bochum schloss die Autorin im Jahre 2012 mit den Schwerpunkten Marketing & Finance erfolgreich ab. Während des Studiums beteiligte sich die Autorin im Rahmen diverser Projekte an der Sprachförderung von Kindern und Jugendlichen mit Migrationshintergrund. In ihrer Freizeit bereist die Autorin am liebsten interessante Länder, um andere Lebensweisen und Kulturen zu entdecken und ihren Horizont zu erweitern.


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Product Details
  • ISBN-13: 9783955493950
  • Publisher: Bachelor + Master Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3955493954
  • Publisher Date: 04 Jul 2013
  • Height: 210 mm
  • No of Pages: 58
  • Series Title: German
  • Weight: 82 gr


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