Ochranná známka - nástroj konkurenčního boje plzeňských pivovarů na přelomu devatenáctého a dvacátého století
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Trademark – the Instrument of Competitors Fight of Breweries in Pil-sen at the Turn of 19th and 20th Centuries
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The goal of this work is a complex analysis of a trademark and its possible utilization in the business competition of Pilsner breweries at the end of the 19th and the beginning of the 20th centuries. The analysis con-tains commercial, legal but also aesthetic aspects, all with regard to a substantial role of trademark within the enterprise’s know-how. This work presents some new points of view on a trademark, especially a view of a trade¬mark as an active instrument in business competition. Study also analyses the final stage of the competition between Pilsner breweries, during the first thirty years of the 20th century, in which Živnostenská banka played an important role. The bank entered the competition in the first ten years of the 20th century and through capital penetrated the structures of Pilsner beer industry. In this final stage of the business competition trade-mark was not only a passive instrument, but it was possible to use it for preventive defence against the competition.
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