Immaterielle aktiver, som f.eks. en virksomheds corporate identity og corporate design, er blandt de mest v\u00e6rdifulde komponenter i en virksomhed. Derfor b\u00f8r virksomhedens design beskyttes p\u00e5 et tidligt tidspunkt for at forhindre kopier og lignende brandudtryk fra dine konkurrenter. Ofte er brandet og corporate design forbundet med stor opm\u00e6rksomhed og markedspotentiale. I denne artikel f\u00e5r du at vide, hvordan du beskytter dit corporate design i god tid og dermed forhindrer konkurrenternes angreb p\u00e5 dit brand.<\/p>\n
I Tyskland st\u00e5r corporate identity for en virksomheds personlighed. En virksomheds individuelle fremtoning best\u00e5r af handlinger (corporate behavior), den ydre fremtoning eller de visuelle designelementer (corporate design) og udtalelser (corporate communication). De vigtigste komponenter i et vellykket corporate design er logoet, farverne, formerne og bygningernes udformning.<\/p>\n
Enhver, der opretter et selskab, skal lade sit selskab indskrive i handelsregistret. Firmanavnet afh\u00e6nger af den valgte juridiske form for virksomheden. Afh\u00e6ngigt af den juridiske form skal selskabsnavnet indeholde navnene p\u00e5 aktion\u00e6rerne og selskabets form\u00e5l. Fantasienavne er kun tilladt, hvis virksomheden er stiftet som et AG, GmbH eller kooperativ. For at undg\u00e5 forvirring b\u00f8r du p\u00e5 forh\u00e5nd unders\u00f8ge, om lignende virksomhedsnavne allerede er registreret i handelsregistret. Registrering af firmanavnet i handelsregistret giver dog kun en meget begr\u00e6nset beskyttelse, og derfor anbefales det at foretage en supplerende registrering af et varem\u00e6rke.<\/p>\n
Et varem\u00e6rke er en m\u00e6rkning af produkter og tjenesteydelser for at adskille dem fra konkurrenternes produkter. I princippet kan ethvert tegn, der kan repr\u00e6senteres grafisk, registreres som varem\u00e6rke. Is\u00e6r ord, kombinationer af bogstaver og tal eller logoer kan beskyttes som varem\u00e6rker. Ethvert varem\u00e6rke skal registreres i det tyske patent- og varem\u00e6rkemyndigheds register. Registrering giver ejeren af varem\u00e6rket eneret til at bruge varem\u00e6rket. Lov<\/a>til at bruge varem\u00e6rket. Hvis en konkurrent bruger varem\u00e6rket eller andre beskyttede elementer af virksomhedens design, er der tale om en kr\u00e6nkelse af varem\u00e6rket. Fors\u00e6tlig kr\u00e6nkelse af et varem\u00e6rke kan medf\u00f8re b\u00f8der og i alvorlige tilf\u00e6lde f\u00e6ngselsstraf. Registreringen af varem\u00e6rket medf\u00f8rer flere Fordele<\/a> for en virksomhed. Ud over at beskytte mod uautoriseret kopiering \u00f8ger et m\u00e6rke ogs\u00e5 virksomhedens v\u00e6rdi i offentligheden.<\/p>\n Logoer og firmanavne kan beskyttes af varem\u00e6rke- og patentmyndighederne og registreres i handelsregistret. Men hvad med brochurer og kataloger, der er produceret af en virksomhed? Disse reklamematerialer bidrager i h\u00f8j grad til virksomhedens image udadtil. Derfor er de s\u00e6rligt udsat for risikoen for hurtig og uautoriseret kopiering. I de fleste tilf\u00e6lde udarbejdes brochurer eller kataloger med specifikke grafiske og kreative arrangementer. Kreative og kunstneriske pr\u00e6stationer kan beskyttes af loven om ophavsret. Det er dog afg\u00f8rende, at der er en individuel karakter. Prislister eller formularer har normalt ikke en original id\u00e9 og kan derfor ikke beskyttes. I mods\u00e6tning til registreringen af varem\u00e6rket opst\u00e5r den ophavsretlige beskyttelse allerede ved skabelsen af det tilsvarende design. Reklamemateriale og tekster skal ikke registreres i et register, og det er heller ikke n\u00f8dvendigt at anvende det ofte anvendte copyright-tegn for at opn\u00e5 ophavsretlig beskyttelse.<\/p>","protected":false},"excerpt":{"rendered":" Immaterielle Werte, wie die Corporate Identity und das Corporate Design eines Unternehmens z\u00e4hlen zu den wertvollsten Bestandteilen eines Unternehmens. Deshalb sollte das Corporate Design fr\u00fchzeitig gesch\u00fctzt werden, um Kopien und \u00e4hnliche Markenauftritte Ihrer Konkurrenz zu verhindern. Oftmals sind mit der Marke und dem Corporate Design eine gro\u00dfe Bekanntheit und ein gro\u00dfes Marktpotential verbunden. In diesem 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