Zielkiewicz Anna, How to Stop the Oversaturation of Trademark Law with Non-Conventional Trademarks. A Plaidoyer for Culturally-Rooted Analysis
How to Stop the Oversaturation of Trademark Law with Non-Conventional Trademarks. A Plaidoyer for Culturally-Rooted Analysis
Keywords: non-traditional trademarks, cultural heritage, sustainable consumption, ethical marketing
1.Introduction
‘... the formulation and encoding of messages by sources,
the transmission of these messages through channels,
the decoding and interpretation of these messages by destinations, and their signification.
The entire transaction, or semiosis, takes place within a context to which the system is highly sensitive and which the system, in turn, affects’.
The aim of this article is primarily to understand the essence of the EU trademark in its myriad of manifestations at the time of its 30th birthday celebrations. This tremendously diverse, multiethnic, multilingual marketplace is ‘the most expansive and complex transnational trademark system in the world, it is uniquely a microcosm of the global trademark system and the many challenges it faces.’
In EU law, eligibility for registration is assessed by the office regardless of whether the subject matter is classified as conventional signs or...
Pełna treść dostępna po zalogowaniu do LEX