POSTOPKI REGISTRACIJE BLAGOVNE ZNAMKE V SLOVENIJI, EVROPSKI UNIJI IN SVETU - Čižić, Mario (2011)
V delu diplomskega seminarja smo predstavili koncept blagovne znamke in različna gledanja strokovnjakov na njo. Ugotovili smo, da se različne opredelitve avtorjev, v nekaterih delih skladajo, ponekod so si različne. Če povzamemo in sami skušamo izluščiti vse sestavine blagovne znamke, bi se naša opredelitev glasila tako: Blagovna znamka je edinstven in celovit psihološki proces doživljanja, ki ga odjemalci v zvezi z neko blagovno znamko vrednotijo skozi njihovo razmerje z njo. Ob tem smo izpostavili še druge pomembne faktorje, ki za registracijo znamk niso zanemarljivi. Jedro dela diplomskega seminarja je predstavitev vseh postopkov za registracijo blagovnih znamk v Sloveniji, EU in v svetu. V jedrnem poglavju smo se osredotočali predvsem na potek registracije, na vsebinske sestavine znotraj procesa, na pristojbine in nenazadnje tudi pravno podlago. Pisali smo tudi o možnih ugovorih, na koncu pa analizirali vse možne postopke, predstavili njihove prednosti in slabosti za slovenska podjetja ter skušali zapisati nekaj napotkov, katerih se bi naj vsi bodoči imetniki blagovnih znamk držali preden začnejo s postopkom registracije znamke. Empirični del tega dela diplomskega seminarja predstavlja poleg že zgoraj omenjene primerjave vseh postopkov registracije znamke, še potrditev vseh treh hipotez, ki smo si jih zastavili ob začetku pisanja. Naša pravilna predvidevanja smo utemeljili s pomočjo preštudirane literature in lastnih dognanj. V sklepu smo naše ugotovitve strnili in prišli do spoznanja, da nas bo trend globalizacije pripeljal do situacije, ko bodo podjetja poleg glavnih smotrov po preživetju in razvoju morala strateško ustvarjati nove blagovne znamke in upravljati že obstoječe, če želijo biti konkurenčna na trgu. In this undergraduate seminar we presented the concept of trademarks and different views of experts on the subject. We summerised that different authors use different ways of describing the concept, although some parts match. If we compare and try to sum them up, our theory would be as follows: A trademark is a unique and complete psihological process of experiancing which is related by consumers to their relationship to the product. We also pointed out several important factors which are important in the trademark registration process. The bulk of this undergraduate seminar is the presentation of all the procedures for registering trademarks in Slovenia, EU and the world. In the main chapter we concentrated mostly on the actual process of registration, the content and form of the process, fees and laws. We also wrote about posible opposition and finally we analised all posible procedures, their advantages and disadvantages for Slovenian companies and tried to present some advice which should be followed by all future owners of trademarks before they comence the registration process. The empirical part of this undergraduate seminar apart from the formly mentioned comparison of trademark registration procedures, is confirmation of all three hipothesis which we estabilished at the begining. Our correct asumptions were confirmed with the help of the studied literature and personal realisation. To conclude we theorised that the trends of globalisation will bring us to the situation where all companies will not only have to focus on survival and development, but should strategicly create new brands and manage the existing ones if they want to remain competitive in the global market.