{"id":3674,"date":"2023-10-05T13:03:02","date_gmt":"2023-10-05T13:03:02","guid":{"rendered":"https:\/\/beyondlegal.ro\/?p=3674"},"modified":"2023-12-22T20:02:55","modified_gmt":"2023-12-22T20:02:55","slug":"despre-brand-logo-marca","status":"publish","type":"post","link":"https:\/\/beyondlegal.ro\/en\/despre-brand-logo-marca\/","title":{"rendered":"Despre Brand \/ Logo \/ Marc\u0103"},"content":{"rendered":"

Articolul r\u0103spunde la \u00eentreb\u0103rile \u201ecum \u00eemi valorific \u0219i protejez brand-ul sau logo-ul?\u201d \u0219i \u201ecare este diferen\u021ba dintre ele?\u201d.<\/p>\n\n\n\n

No\u021biunile de logo, brand, sau marc\u0103 \u00eenregistrat\u0103 ajung uneori s\u0103 se confunde \u00eentre ele, iar \u00een cele ce urmeaz\u0103 facem o succint\u0103 prezentare a no\u021biunilor \u0219i argument\u0103m importan\u021ba protej\u0103rii brand-ului.<\/p>\n\n\n\n

Ce este logo-ul?<\/h2>\n\n\n\n

\u201cA logo doesn\u2019t sell (directly), it identifies.\u201d \u2014 Paul Rand<\/p>\n\n\n\n

Pe scurt, logo-ul este fie un element grafic (logomark<\/a>, ex: Apple), fie alc\u0103tuit doar din litere (logotype<\/a>, ex: Google) sau o combina\u021bie \u00eentre cele dou\u0103. (ex: Adidas)<\/p>\n\n\n\n

Ce este brand-ul?<\/h2>\n\n\n\n

\u201cA logo is a period at the end of a sentence, not the sentence itself.\u201d \u2014 Sagi Haviv<\/p>\n\n\n\n

Branding-ul este mai mult de at\u00e2t. Dac\u0103 logo-ul identific\u0103, atunci branding-ul transmite. Logo-ul este punctul, iar branding-ul propozi\u021bia. Logo-ul face parte din \u00eentregul ce este branding-ul, este, ca regul\u0103, elementul principal al branding-ului t\u0103u.<\/p>\n\n\n\n

Branding-ul are \u00een vedere mult mai mult dec\u00e2t simpla reprezentare grafic\u0103 a unor simboluri sau litere, branding-ul transmite povestea ta sau a produsului t\u0103u. Branding-ul poate fi definit \u0219i prin raportare la clien\u021bi \u0219i percep\u021bia lor. A\u0219tept\u0103rile lor, pove\u0219tile lor sau cum se raporteaz\u0103 ei la produsul t\u0103u.<\/p>\n\n\n\n

Vezi de exemplu diferen\u021ba dintre Coca-Cola \u0219i Pepsi, care dintre cele dou\u0103 te face s\u0103 te g\u00e2nde\u0219ti la masa de pr\u00e2nz \u00een familie sau la Cr\u0103ciun \u0219i care din ele te face s\u0103 te g\u00e2nde\u0219ti la var\u0103, party-uri, Tik-tok etc.<\/p>\n\n\n\n

Ce este marca?<\/h2>\n\n\n\n

Marca este orice fel de semn susceptibil de reprezentare<\/strong> (grafic\u0103, sonor\u0103 etc), \u00eenregistrat \u00een condi\u021biile legii<\/strong>, \u00een scopul de a distinge<\/strong> produsele sau serviciile unei persoane de cele ale altor persoane.<\/p>\n\n\n\n

Conform legii, poate constitui marc\u0103 orice semn- cum ar fi: cuvintele, inclusiv numele de persoane sau desenele, literele, cifrele, culorile, elementele figurative, forma produsului sau a ambalajului produsului sau sunetele.<\/p>\n\n\n\n

Evident, subiectul m\u0103rcii \u00eenregistrate este mult mai complex: de la ce poate constitui o marc\u0103, \u00een ce condi\u021bii pot fi \u00eenregistrate, conflictul dintre m\u0103rci anterioare, ulterioare, asem\u0103n\u0103toare, relevan\u021ba domeniului (clase NISA) unde activezi \u0219i \u00ee\u021bi \u00eenregistrezi marca, etc. Pentru o parte din r\u0103spunsuri po\u021bi s\u0103 vizitezi pagina noastr\u0103 privind proprietatea intelectual\u0103.<\/a><\/p>\n\n\n\n

Brand-ul (care include logo-ul) poate reprezenta cel mai important activ (asset)<\/a> al companiei tale, fapt pentru care este important s\u0103-l sco\u021bi la iveal\u0103 \u0219i s\u0103-l valorifici.<\/p>\n\n\n\n

Valorificarea brand-ului o faci prin \u00eenregistrare la OSIM sau alt organ (EUIPO pentru protec\u021bie la nivelul UE). Elementele ce alc\u0103tuiesc brand-ul t\u0103u nu au valoare juridic\u0103 f\u0103r\u0103 s\u0103 le \u00eenregistrezi la OSIM \/ EUIPO etc. <\/p>\n\n\n\n

Valorificarea \u0219i protec\u021bia au \u00een vedere faptul c\u0103 odat\u0103 \u00eenregistrate la OSIM po\u021bi s\u0103 cesionezi (vinzi) sau s\u0103 licen\u021biezi (\u201e\u00eemprumu\u021bi\u201d) m\u0103rcile tale. De asemenea po\u021bi s\u0103 interzici unor ter\u021bi s\u0103 foloseasc\u0103 m\u0103rcile tale sau m\u0103rci asem\u0103n\u0103toare (denumiri sau semne asem\u0103n\u0103toare cu ale tale care pot crea confuzie \u00een mintea clien\u021bilor).<\/p>\n\n\n\n

\u00cen contextul celor de mai sus, \u00eenregistrarea m\u0103rcii (m\u0103rcilor) reprezint\u0103 o form\u0103 de a a-\u021bi proteja juridic activele (drepturile) intelectuale ale companiei tale \u0219i de a le valorifica, fie c\u0103 ai \u00een vedere logo-ul sau elementele ce compun brand-ul t\u0103u.<\/p>","protected":false},"excerpt":{"rendered":"

Articolul r\u0103spunde la \u00eentreb\u0103rile \u201ecum \u00eemi valorific \u0219i protejez brand-ul sau logo-ul\u201d \u0219i \u201ecare este diferen\u021ba dintre ele\u201d.<\/p>\n

No\u021biunile de logo, brand, sau marc\u0103 \u00eenregistrat\u0103 ajung uneori s\u0103 se confunde \u00eentre ele, \u00een cele ce urmeaz\u0103 facem o succint\u0103 prezentare a no\u021biunilor \u0219i argument\u0103m importan\u021ba protej\u0103rii brand-ului.<\/p>","protected":false},"author":1,"featured_media":3812,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[3],"tags":[44,43],"class_list":["post-3674","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-law","tag-marca","tag-proprietate-intelectuala"],"yoast_head":"\nDespre Brand \/ Logo \/ Marc\u0103 | Laurentiu-Paul POP | Avocat Timisoara | beyondlegal<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/beyondlegal.ro\/en\/despre-brand-logo-marca\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Despre Brand \/ Logo \/ Marc\u0103 | Laurentiu-Paul POP | Avocat Timisoara | beyondlegal\" \/>\n<meta property=\"og:description\" content=\"Articolul r\u0103spunde la \u00eentreb\u0103rile \u201ecum \u00eemi valorific \u0219i protejez brand-ul sau logo-ul\u201d \u0219i \u201ecare este diferen\u021ba dintre ele\u201d. 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