The role of trademarks
| Autor | Natalia Fernández |
| Cargo | Javeriana University in Bogotá, Colombia |
| Páginas | 1-15 |
UNA Revista de Derecho
Vol. 2: 2017
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Article
THE ROLE OF TRADEMARKS
Natalia Fernández1
2
Conventionally, it has been argued that by protecting trademarks by
intellectual property rights, unfair competition is avoided, and consumer
choice is ensured. Nevertheless, it has been recognized that trademarks
also have an investment function. Put differently, these rights serve to
develop, advertise and invest in brands. This change of paradigm could
provide trademark owners with powerful tools to shield their investments.
Though it is necessary that legal frameworks acknowledge this function of
trademarks, the latter should not jeopardise higher public interests.
Trademarks, Investment, Bilateral Investment Treaties.
Tradicionalmente, se ha dicho que, al escudar las marcas con derechos de
propiedad intelectual, se evita la competencia desleal, y se protege a los
consumidores y su capacidad de elegir. Sin embargo, se ha reconocido que
las marcas también pueden usarse como inversiones. En otras palabras,
estos derechos sirven para desarrollar, promocionar e invertir en nombres
comerciales. Este cambio de paradigma podría dar a los titulares de dichas
marcas poderosas herramientas para proteger sus inversiones. Ahora bien:
aunque es necesario que los ordenamientos jurídicos reconozcan esta
función de las marcas, esto no debería poner en riesgo otros intereses
públicos.
Marcas, Inversiones, Tratados Bilaterales de Inversión.
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1 Natalia Fernández is a lawyer from the Javeriana University in Bogotá,
Colombia. She specialized in Competition Law at the same University, and is now
a candidate for the Master of Business, Competition and Regulatory Law at the
Freie Universität Berlin (Berlin, Germany).
2 This abstract was written by the members of the Student Editorial Board of UNA
Revista de Derecho.
UNA Revista de Derecho
Vol. 2: 2017
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––––––––––––––––––––––––––––––––––––
2
Bilateral Investment Treaty (ies)
Court of Justice of the European Union
Each of the Member States from an international
treaty.
Direct Foreign Investment(s)
For example
European Union
That is
International Centre for Settlement of Investment
Disputes
Intellectual Property
Intellectual Property Right(s)
Philip Morris International Inc., and its subsidiaries
Philip Morris Brand Sàrl, Philip Morris Products
S.A. and Abal Hermanos.
Agreement on Trade-Related Aspects of Intellectual
Property Rights
World Health Organisation
World Trade Organisation
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