Strategic branding - The difficulty of the term and trademark "Fußball WM 2006" (ePub)
Yet the commercialisation of this event does not only bring marketing managers, but...
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Yet the commercialisation of this event does not only bring marketing managers, but also lawyers on board, because the major part of the earnings of those events are not formed by the ticket sales, but by the sponsorship money.
Since the 1980s, sport-sponsoring has increased constantly, due to the fact that companies are hoping to gain an considerable increase in publicity and corporate image benefits.
Given the huge expenses, it is not surprising that not only the organisator of the Football World Cup, namely the FIFA , but also the sponsors are longing for maximized exclusiveness of their trademarkrights.
Along with this exclusiveness comes the concern about competition law matters, which are also adressed under the behaviour of Strategic Branding.
This paper will deal with the problem of Strategic Branding and Ambush-Maketing in cases of eventmarks, using the example of the trademark "Fussball WM 2006" to illustrate the general problems arising from the application of eventmarks.
- Autor: Hannah Schatte
- 2009, 1. Auflage, 22 Seiten, Englisch
- Verlag: GRIN Verlag
- ISBN-10: 3640417925
- ISBN-13: 9783640417926
- Erscheinungsdatum: 03.09.2009
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- Dateiformat: ePub
- Größe: 0.41 MB
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Statt 49.99 €
19.99 €
Statt 29.98 €
24.99 €
Kingsbridge - Der Morgen einer neuen Zeit
Ken Follett
Statt 36.00 € 5
19.99 € 4
Brot in Perfektion 2 Bd.
Lutz Geißler
Statt 59.90 € 6
24.99 € 10
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