Warto\u015bci niematerialne i prawne, takie jak to\u017csamo\u015b\u0107 korporacyjna i wizerunek firmy s\u0105 jednymi z najcenniejszych sk\u0142adnik\u00f3w przedsi\u0119biorstwa. Dlatego te\u017c wz\u00f3r korporacyjny powinien by\u0107 chroniony na wczesnym etapie, aby zapobiec powstawaniu kopii i podobnych wizerunk\u00f3w marki konkurencji. Cz\u0119sto marka i korporacyjny design kojarzone s\u0105 z wysokim stopniem \u015bwiadomo\u015bci i du\u017cym potencja\u0142em rynkowym. W tym artykule dowiesz si\u0119, jak chroni\u0107 sw\u00f3j Corporate Design w czasie, aby zapobiec atakom konkurencji na Twoj\u0105 mark\u0119.<\/p>\n
W Niemczech to\u017csamo\u015b\u0107 korporacyjna oznacza osobowo\u015b\u0107 przedsi\u0119biorstwa. Na indywidualny wygl\u0105d firmy sk\u0142adaj\u0105 si\u0119 dzia\u0142ania (Corporate Behavior), wygl\u0105d zewn\u0119trzny lub elementy projektu wizualnego (Corporate Design) oraz o\u015bwiadczenia (Corporate Communication). G\u0142\u00f3wnym sk\u0142adnikiem udanego projektu korporacyjnego jest logo, kolory, formy i wygl\u0105d budynk\u00f3w.<\/p>\n
Ka\u017cdy, kto zak\u0142ada sp\u00f3\u0142k\u0119, musi mie\u0107 swoj\u0105 sp\u00f3\u0142k\u0119 wpisan\u0105 do rejestru handlowego. Nazwa firmy zale\u017cy od wybranej formy przedsi\u0119biorstwa. W zale\u017cno\u015bci od formy prawnej, nazwa sp\u00f3\u0142ki musi zawiera\u0107 nazwiska wsp\u00f3lnik\u00f3w i cel sp\u00f3\u0142ki. Fantazyjne nazwy s\u0105 dozwolone tylko wtedy, gdy firma zosta\u0142a za\u0142o\u017cona jako AG, GmbH lub sp\u00f3\u0142dzielnia. Aby unikn\u0105\u0107 pomy\u0142ek, nale\u017cy wcze\u015bniej sprawdzi\u0107, czy podobne nazwy sp\u00f3\u0142ek zosta\u0142y ju\u017c wpisane do rejestru handlowego. Jednak\u017ce rejestracja nazwy firmy w rejestrze handlowym zapewnia jedynie bardzo ograniczon\u0105 ochron\u0119, dlatego te\u017c zaleca si\u0119 dodatkow\u0105 rejestracj\u0119 znaku towarowego.<\/p>\n
Znak towarowy jest oznaczeniem produkt\u00f3w i us\u0142ug w celu odr\u00f3\u017cnienia ich od produkt\u00f3w konkurencji. Zasadniczo, ka\u017cdy znak graficzny mo\u017ce by\u0107 zarejestrowany jako znak towarowy. Szczeg\u00f3lnie s\u0142owa, kombinacje liter i cyfr lub logo mog\u0105 by\u0107 chronione jako znaki towarowe. Ka\u017cdy znak towarowy musi by\u0107 wpisany do rejestru niemieckiego Urz\u0119du Patent\u00f3w i Znak\u00f3w Towarowych. Poprzez rejestracj\u0119, w\u0142a\u015bciciel znaku towarowego uzyskuje wy\u0142\u0105czno\u015b\u0107 na Ustawa<\/a>do u\u017cywania znaku towarowego. Je\u015bli konkurent u\u017cywa znaku towarowego lub innych chronionych element\u00f3w wzoru korporacyjnego, stanowi to naruszenie prawa do znaku towarowego. Umy\u015blne naruszenie znaku towarowego mo\u017ce prowadzi\u0107 do kar grzywny, a w powa\u017cnych przypadkach do kary pozbawienia wolno\u015bci. Rejestracja znaku towarowego skutkuje kilkoma Zalety<\/a> dla firmy. Opr\u00f3cz ochrony przed nieautoryzowanymi kopiami, marka zwi\u0119ksza tak\u017ce warto\u015b\u0107 firmy w oczach opinii publicznej.<\/p>\n Logotypy i nazwy firm mog\u0105 by\u0107 chronione przez Urz\u0105d Znak\u00f3w Towarowych i Patentowych oraz przez rejestracj\u0119 w Rejestrze Handlowym. Ale co z broszurkami i katalogami, kt\u00f3re firma wyprodukowa\u0142a? Te materia\u0142y reklamowe maj\u0105 decyduj\u0105cy wp\u0142yw na zewn\u0119trzny wizerunek firmy. Dlatego te\u017c s\u0105 one szczeg\u00f3lnie nara\u017cone na niebezpiecze\u0144stwo szybkiego i nieautoryzowanego kopiowania. W wi\u0119kszo\u015bci przypadk\u00f3w, broszury lub katalogi s\u0105 tworzone z okre\u015blonymi uk\u0142adami graficznymi i tw\u00f3rczymi. Osi\u0105gni\u0119cia tw\u00f3rcze i artystyczne mog\u0105 by\u0107 chronione przez prawo autorskie. Decyduj\u0105cym czynnikiem jest jednak to, \u017ce musz\u0105 one mie\u0107 indywidualny charakter. Cenniki lub formularze zazwyczaj nie maj\u0105 oryginalnego pomys\u0142u i dlatego nie mog\u0105 by\u0107 chronione. W przeciwie\u0144stwie do rejestracji znaku towarowego, ochrona praw autorskich powstaje ju\u017c przy tworzeniu odpowiedniego wzoru korporacyjnego. Materia\u0142y reklamowe i teksty nie musz\u0105 by\u0107 wpisywane do rejestru, a cz\u0119sto u\u017cywany symbol praw autorskich nie jest niezb\u0119dny do ochrony praw autorskich.<\/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. 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