IÖ - Trademarks and Trademark Law

Basic data for this project

Description

In the stream of growing e-commerce activities, buyers see themselves facing increasing uncertainty in electronic markets, as in advance the products offered are not physically controllable. An activity to reduce this uncertainty is to build up a trustable brand. With his international availability of the internet the question of applicability of the German trademark law on internet issues arises. The project " trademarks and brands" is dedicated to particular effects of brands and the design of hybrid (i.e. mixed forms of offline and online used brands) brands and legal problems related to this. This project is divided into two areas: The changes in trademark law and the impact of the internet economy The management of hybrid brands in the context of new ICT. Both areas have been based on sound theoretical and empirical and interdisciplinary co-operation (Prof. Backhaus for business aspects and Prof. Hoeren for law related aspects).