高强品牌的功能与法律保护综合研究

Functions and Protection of Strong Brands

使用市场营销学、法学、经济学、语言学与心理学的方法对品牌功能进行综合研究,认为高强品牌具有保障产品质量、降低消费者搜寻成本并能满足消费者心理需求等功能,高强品牌同时还可以使品牌所有者通过各种途径来扩大其经济利益。通过对高强品牌的功能研究发现不仅仿冒行为会损害高强品牌的价值,而且其他与高强品牌相联系的行为均会造成高强品牌价值的贬损。因此,美国法律也随着品牌功能的不断变化而逐步扩大其保护的范围(尤其是对高强品牌的保护),以适应品牌发展的需求。

An interdisciplinary method of marketing, law, economics, psychology and linguistics is employed to analyze the function of strong brands. The findings indicate that a strong brand can offer benefits to consumers, such as reducing informational search costs, ensuring product quality and satisfying the psychological needs. However, both the counterfeit and the related behavior will decrease the value of the strong brands. Therefore. with the change of brand function, law system in the U.S is improving its legal protection for the needs of brand names.