Nuevas tendencias de marketing: las marcas sensoriales
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2017-01
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Jaén: Universidad de Jaén
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[ES]En este trabajo se expone la vertiginosa evolución que ha sufrido el derecho marcario, adaptándose a una realidad de la sociedad cada vez más moderna y avanzada, concretamente, se analiza la trayectoria de las marcas no convencionales, centrándose en las marcas sonoras y olfativas, mostrando los obstáculos con los que se han encontrado en la ley a lo largo del tiempo, las propuestas planteadas para subsanarlos y finalmente las soluciones recientemente adoptadas con el nuevo reglamento y directiva sobre la marca de la unión europea.
[EN]The aim of this study is to express the vertiginous development trademark law has experienced while fitting to an increasingly modern and advanced society. More specifically, this study tries both to analyse the evolution of non-conventional trademarks focusing on sound and scent trademarks, and to prove the obstacles imposed by the law they have faced over the time. Finally, an assessment is provided on the different proposals considered as a solution and on the ultimate solutions adopted with the new european union trademark regulation and directive.
[EN]The aim of this study is to express the vertiginous development trademark law has experienced while fitting to an increasingly modern and advanced society. More specifically, this study tries both to analyse the evolution of non-conventional trademarks focusing on sound and scent trademarks, and to prove the obstacles imposed by the law they have faced over the time. Finally, an assessment is provided on the different proposals considered as a solution and on the ultimate solutions adopted with the new european union trademark regulation and directive.