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Application of Protection against Unfair Competition in the Presence of the Likelihood of Confusion of Trade Marks and Company Names

100%
Lisinskaitė I.
Issues of Business and Law
|
2011
|
vol. 3
134-144
EN
Legal protection against unfair competition in the event of using identical or similar trade marks and company names, when their use may mislead consumers, is a necessary legislative measure in order to ensure effective business competition and consumers' economic benefit. This article analyses the theoretical and practical issues of legal protection against unfair competition relating to the confusing use of trade marks and company names. The issues address the requirements for signs within the scope of protection, an analysis of the likelihood of confusion and evaluation criteria and circumstances.
2
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Aspects of localness: a pilot study of kiosk and grill food names in Finland

99%
Ainiala T.
Onomastica
|
2020
|
vol. 64
167-177
EN
This article examines the localness of commercial names in Finland and focusses specifically on the names of grill food kiosks and products. There are two research objectives: firstly, to determine the number of local names that occur in the material, and secondly, to analyse how these names work as indexes of localness. This article explores the claim by sociolinguist Barbara Johnstone that particular linguistic forms can index meanings along a variety of dimensions and some forms may index locality. Furthermore, these types of linguistic forms can be used in discourses that shape people’s senses of place and the social identities associated with place. Of the 15 names of kiosks, almost all names, a total of 13 names, can be interpreted as manifesting local characteristics. Most of the kiosk names include a local place name. Of the product names, more than half (46 out of 84 names) are to be construed as describing something local. Although most of the local names in the group of product names include a local place name, personal names are also rather common. In addition, local dialect or slang is also visible in the product names. Another type of reference to a region appears in two kiosk names and in some of the product names. These names constitute a special case and demonstrate how local history can be incorporated in names creatively.
3
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Otwartość mechanizmów funkcjonowania języka w nazwach marketingowych na przykładzie nazewnictwa firmowego

86%
Biadala D.
Półrocznik Językoznawczy Tertium
|
2018
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vol. 3
|
issue 2
EN
The aim of this paper is to determine and analyse language mechanisms used in branding, i.e. creating marketing names in contemporary chrematonyms on the example of Polish company names. The object of the analysis are various establishment names. These include names of shops, salons and wholesale warehouses, as well as trade, craft and service industries of various sectors: construction, finance, catering, cosmetics, medical, automotive, tourism, etc. The research material was collected on the basis of the Directory of Companies for Wrocław "TuWroclaw.com". Taking into account the ways in which company names are created in Poland, it can be seen that these mechanisms represent a great openness to word formations and, as a result, a great openness to very diverse structures: 1) single- and multi-word structures, 2) structures composed of both native and (at present very fashionable) foreign elements, 3) structures motivated directly or indirectly, 4) completely illegible structures in terms of word formations and semantics. The analysis of company names which belong to the marketing language and are related to the intensive development of civilization in recent decades allows us to notice an increasingly visible tendency to economise with language.
PL
Obiektem bliższej obserwacji w niniejszym artykule są różnego rodzaju nazwy firm. Należą do nich zarówno nazwy sklepów, salonów i hurtowni, jak również nazwy zakładów handlowych, rzemieślniczych i usługowych różnorodnych branż: budowlanej, finansowej, gastronomicznej, kosmetycznej, medycznej, motoryzacyjnej, turystycznej itd. Przedmiotem niniejszego opracowania jest ustalenie i analiza językowych mechanizmów służących brandingowi, czyli tworzeniu nazw marketingowych we współczesnej chrematonimii na przykładzie polskiego nazewnictwa firmowego. Materiał badawczy został zebrany na podstawie Katalogu Firm Serwisu „TuWroclaw.com” dla Wrocławia. Biorąc pod uwagę sposoby tworzenia nazw firmowych w Polsce można zauważyć, że mechanizmy te reprezentują dużą otwartość słowotwórczą i wynikające z tego bardzo zróżnicowane struktury: 1) jedno- i wielowyrazowe, 2) złożone zarówno z elementów rodzimych, jak i bardzo modnych współcześnie członów obcego pochodzenia, 3) motywowane bezpośrednio, jak i w sposób pośredni lub 4) całkowicie nieczytelne pod względem słowotwórczym i semantycznym. Analiza nazw firmowych, wpisujących się w język marketingowy i związanych z intensywnym rozwojem cywilizacyjnym, pozwala zauważyć coraz silniej uwidaczniającą się tendencję do ekonomiczności języka.
4
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Hades nie zawsze funeralny – szkic o fortunności nazw podmiotów gospodarczych

72%
Puda-Blokesz M.
Annales Universitatis Paedagogicae Cracoviensis. Studia Linguistica
|
2020
|
issue 15
179-196
EN
The article falls within the chrematonomastic research strand in which a proper name is understood to be a utilitarian message with a pragmatic potential, one that ensues from both statutory requirements and marketing rules. The focus is on the topic of auspicious economic entity names and especially their constituents – lexical units that are supposed to make the name and entity stand out in the market, yet should not be misleading as to what the company’s scope of activity is. The names of firms and premises with the mythological firmonym Hades from various sectors (147 items) from all over Poland, sourced from Panorama Firm, a large business directory, were examined. Quantitatively, the collated material shows that most marketing chrematonyms with this component can be found in the funeral sector, as accounted for by the funeral and thanatological connotations the mythological lexeme evokes by way of its cultural meaning. Much more seldom, name coiners from various sectors (incl. textile, hotel, building, transport, automobile companies) employ the word as well, rendering firmonym-using identification possibly difficult, misleading or nigh on impossible.
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