العلامة التجارية : بين الأهمية التسويقية و تحديات الحماية

الملخص EN

The brand is an important element in the enterprise in general and its products in particular, as it is necessary to distinguish these products and to help the consumer to choose one specific product not the other.

Because of the role played by the brand in economic growth, multiple forms of abuse were happened, particularly through tradition, which requires the need to stop this aggression and extend the necessary legal protection.

The purpose of this paper is to illuminate aspect of intellectual property elements, namely trademarks.

This paper explains the importance of the trade mark and its registration requirements, the phenomenon of counterfeiting and imitating trade marks and their negative effects, as well as discussing their ways of protection.

Key words: Brand, Marketing, Imitation, Protection.