Unfair Usage of Well-known Brands: Reasons, Tools, Protective Measures

Annotation «Unfair Usage of Well-known Brands: Reasons, Tools, Protective Measures» This research is devoted to the analysis of the phenomenon of unfair brand usage and "parasitism". The object of this research is the unfair usage of well – known brands, the mechanisms of functioning and protection are considered as the subject of this research. The purpose of the work is to identify the features of unfair brand usage and study strategies to deal with this phenomenon. In accordance with the tasks, both theoretical and practical aspects of the problem are touched upon: the basic concepts, the origins and the main causes of the phenomenon; typologization of the types of unfair branding; the analysis of the regulatory framework for identifying effective ways for brands’ protection. Theoretical methods, such as historical and genetic method, systematization and typologization, cross-disciplinary method, political and legal analysis, etc. were used in the research to perform the tasks. Expert interviews, analysis of cases on legal bases were used as empirical methods. The scientific novelty and practical significance of the work consists in an attempt to systematize the theoretical base of the phenomenon of unfair brand usage and offering a list of practical recommendations to deal with it. The research also considers the specific features of the phenomenon in the media sphere and proposes a matrix of brand usage taking into account the degree of legitimacy and exploitation. The results of the work could be used to improve literacy in the field of brand and trademark management, building long-term brand strategies, as well as to fight parasitism. The work consists of an introduction, three chapters divided into paragraphs, conclusion, appendices and list of references.