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The Evolution and Impact of the Trademark Law: Safeguarding Brand Identity and Market Competitiveness in the Global Economy
- 1 East China University of Political Science and Law
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Abstract
In an era where brand identity and market differentiation are paramount to business success, the legal mechanisms that protect these assets have become increasingly critical. Trademark law, as a cornerstone of intellectual property rights, plays a vital role in ensuring that businesses can maintain their unique market presence and safeguard their investments in brand development. This paper delves into the pivotal role of trademark law in the modern business landscape, emphasizing its significance in safeguarding enterprise brand identity and market competitiveness. It underscores the dual importance of trademark law in preventing consumer confusion and protecting corporate brand value. Through a historical overview and analysis of international trends, the paper elucidates the evolution and principles of trademark law. It further discusses the law's impact on brand building and market competition, drawing on real-world case studies, such as Mary Kay, Inc. vs. Weber and Louis Vuitton Malletier vs. Dooney & Bourke, Inc. This paper concludes by addressing contemporary challenges in trademark law, particularly in the digital realm, and suggests strategies for enterprises to bolster their trademark protection. It advocates for enhanced legal frameworks and international cooperation to foster a robust global trademark protection system, crucial for the sustainable development of enterprises in the global market.
Keywords
Trademark Law, Brand Protection, Market Competition, Intellectual Property Rights, International Cooperation
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Cite this article
Chen,Y. (2025). The Evolution and Impact of the Trademark Law: Safeguarding Brand Identity and Market Competitiveness in the Global Economy. Advances in Economics, Management and Political Sciences,175,165-170.
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Volume title: Proceedings of the 4th International Conference on Business and Policy Studies
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