Essays about: "Peter Ottosson"
Found 1 essay containing the words Peter Ottosson.
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1. Brand-napping -goodwill protection for well-known trademarks
University essay from Göteborgs universitet/Graduate SchoolAbstract : What characterizes well-known trademarks is that they carry a certain power of attraction, image and prestige and cannot only be looked upon as symbols of origin for goods and services. As such, these brands are particularly exposed to brand-napping, which could be described as a one-way and free value transfer of the vital parts of a brand concept. READ MORE
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