Brand Owners Research Articles

Ownership Dispute Resolution Brand Ownership Rights In Indonesia

Brand rights are one part of intellectual property rights that have an important role in the business world of trading of goods and services, especially in maintaining healthy business competition. The research method in this writing uses a normative juridical type of research. Normative legal research is also called literature law research. The approach used in this study is the Statue Approach method. The results of this research include the settlement of brand disputes can be resolved in two ways, namely through litigation and non-litigation. Judges are expected to have the ability to translate the values of justice in matters faced by him through his decisions. Settlement of trademark disputes in court is expected to be guided by the principles of justice, so that the settlement of trademark disputes can create legal certainty. Lawsuits in court or alternative dispute resolution such as arbitration. Furthermore, the legal implication for the decision may be to regulate "the cancellation or deletion of the registration of the Mark carried out by the Minister by striking out the mark concerned by giving defects about the reason and date of such cancellation or deletion". Dispute resolution through alternative dispute resolution is resolved in a direct meeting by the parties and the results are set forth in writing. The ideal concept in trademark dispute resolution in Indonesia, the author expects legal certainty for trademark dispute resolution in the Commercial court, District Court and State Administrative Court as well as in arbitration. The suggestions include the guarantee of a sense of justice and legal certainty in resolving brand disputes, both litigation and non-litigation. The Directorate General of Intellectual Property must be more careful and thorough through a more efficient trademark registration data collection system so that trademark ownership disputes do not occur.

Femvertising and COVID-19—What Did Brand Owners Broadcast during the Lockdown?

The aim of this study was to analyze, from a gender perspective, advertising broadcasts during a time of crisis. A holistic perspective of the stereotypes, roles, professions, and gender relations represented is offered by utilizing a content analysis of all the advertisements and their corresponding images during broadcast. Methods: a content analysis of 20 variables was conducted; of these, 7 variables were obtained from under the gender perspective of 1.350 images, corresponding to 71 audiovisual spots on YouTube that were broadcasted during the lockdown. Results: this analysis showed the special sensitivity of advertisers when balancing male and female presences, and in projecting an equitable and co-responsible vision between both genders, with special emphasis on gender professions, teleworking, and childcare. Corporate advertising predominates over commercial advertising, which may explain why the discourse and images blur inequalities and imbalances with respect to official statistics. Conclusions: advertisers seem to have noticed the strategic role of introducing gender perspectives into advertising, thus assuming a more social function that better connects them with today’s society while also supporting the advances and challenges of equal opportunities.

PENGABDIAN KEPADA MASYARAKAT DALAM PROGRAM BEDAKAN; REDESAIN IDENTITAS JENAMA DAN KEMASAN PRODUK KOPI SRIKANDI

<p><em>One of the world's most agricultural products is coffee. Apart from being the largest coffee producer in the world, Indonesia also offers a variety of coffee thanks to its soil fertility. Considering the problems above, this activity aims to redesign Srikandi's coffee from Carangsari village through graphic design. One of the Balinese Robusta coffee producers owned by Mrs. Ni Ketut Wakul who has been operating in Carangsari Village since 1990. In implementing this community service, the design thinking method is used in five steps, namely: empathize, define, ideate, prototype, and test stages. The design process, according to the design thinking method is considered very good in identity development and package redesign because in it brand owners can participate in project development so that the designs developed not only have a fair value but also have a fair value. . emotional connection with the trademark owner. This activity has good consequences for brand owners, where brand owners can add value to their products in the future with a new identity and packaging.</em></p>

Unauthorized Use of Famous Brands In Virtual Products of The Metaverse World In The Perspective of Brand Law And Technology Law In Indonesia

The Metaverse is a new form of virtual interactive and physically cyber interaction where users can experience activities in a virtual environment that feels very real. For companies that utilize the Metaverse well, such as promoting or commercializing virtual products within it, it can bring significant profits. However, commercialization through cross-border technology often faces legal issues that arise. The use of brand elements on a product marketed by others without permission is a major issue in the field of brands, which also occurs in the digital world. This study aims to prove legal action against the use of famous brands in the Metaverse, as well as the legal actions that can be taken by owners of famous brands against the use of their brands in virtual Metaverse products. This study was conducted through a normative juridical approach using literature or secondary data as the main source. Based on the research conducted, it was found that the use of famous brand elements in the Metaverse is considered a violation of the brand, similar to brand violations in the real world in general. Therefore, based on Law Number 20 of 2016 concerning Trademarks and Geographical Indications (Trademark Law) harmonized with the ITE Law, the rights of brand owners to take legal action to protect their brands will still apply even if the brand violations occur in the digital space.

The Effect of Customer Experience, Customer Satisfaction, and Customer Loyalty on Brand Power and Willingness to Pay a Price Premium

Products have a special value for customers and brand owners, and becoming a favorite is the aim of many brands. Therefore, this research used a causal quantitative design with a deductive approach to determine the influence of customer experience, satisfaction, and loyalty on brand power and willingness to pay a price premium. The data were obtained from primary sources via a questionnaire, while the population and unit of analysis were determined using the non-probability sampling technique with the criteria of Apple product customers aged at least 17 years old in Indonesia. A total of 280 respondents were achieved from August to December 2021 using the purposive sampling technique. The data were analyzed using SPSS 26 software (factor analysis) and Lisrel 10.2 with SEM (Structural Equation Modeling). Subsequently, the results indicated a positive influence of customer experience, satisfaction, and loyalty on brand power and willingness to pay a price premium. The research also suggested that maintaining and improving product quality, alongside continuous innovation, strengthened customer loyalty and brand power as well as increased their willingness to pay a price premium.

Survey—Competition Law Enforcement in the Fashion and Luxury Sector

Following the technological development and the increase of online sales triggered by the Covid-19 pandemic, the fashion and luxury industry has grown enormously, becoming the fourth largest sector of the global economy.1 With this development, the relevance of competition law and the awareness thereof has also increased significantly. The fashion and luxury industry has been facing increased exposure to competition law enforcement over the past years with significant impact on the sector’s business models.2 This survey sets out the European Commission’s (Commission) and national competition authorities’ (NCAs) enforcement practices of Article 101 of the Treaty of the Functioning of the European Union (TFEU) with a focus on 2020–2022 and under consideration of the latest legislative changes (Section II). Article 101 TFEU prohibits anticompetitive agreements between competitors, referred to as horizontal agreements, as well as between companies operating at different levels of the distribution chain, referred to as vertical agreements. The focus is particularly on vertical agreements between brand owners and their distributors and resellers, as those agreements play a key role in the fashion and luxury industry. An overview of the recent decisional practice over the past 3 years is also provided with regard to Article 102 TFEU which prohibits the abuse of dominant position but which played so far no major role in the fashion and luxury industry (Section III). Section IV addresses the recent developments with regard to transactions subject to merger control rules in the fashion and luxury sector.

Impact of Brand Identity and Brand Image On Fashion Entrepreneurs: A Case Study of Greater Accra Metropolis

Over the years branding has been the concern of many businesses across the globe, however the fashion world has not been exempted, many studies has also been carried out to investigate relationship that exist between fashion and branding. Brand images and identity has been the major point for competition among fashion customers, clients, investors and brand owners. This call for this research to find out impact of brand image and brand identity has on fashion entrepreneurs. The population was drawn from Accra metropolis covering areas such as McCarthy hill, and North-Kaneshie, Accra. Purposive sampling was used to select 50 respondents made up of fashion entrepreneurs (14), fashion students (18) and consumers (18). The questionnaire was the main tool used for this study. Four research questions were tested in this study using simple percentage, piecharts and frequencies respectively. The results show that the essence of branding on fashion entrepreneurs is inseparable. Logo, symbol/ colors of a fashion enterprise contribute to the progress of fashion entrepreneurs. It was also discovered that brand name has an influence on purchase decision of their clients and that brand identity increases investors and customer awareness and customer loyalty. It was concluded that the impact of brand image and identity such as logo, symbols, colors among others, contribute significantly to customers and loyalty. This study recommends that fashion entrepreneurs should give adequate time to come up with brands that speak for them anytime and anywhere, fashion entrepreneurs should cultivate the habit of setting fund aside for their business needs, as funds will be required to enhance their businesses, relying on government, non-governmental organization or others for loans may not always be available, creativity should be the focus of fashion entrepreneurs, because we live in a world where change is constant.

Legal Protection for the Public against the Circulation of Counterfeit Goods

The purpose of this study is to analyze the legal protection for the community against the circulation of counterfeit goods. The research used a normative juridical method. The results showed that; 1) legal protection against the circulation of counterfeit goods can be carried out based on criminal, civil and administrative law. Trademark infringement in the form of brand counterfeiting is further regulated in Law Number 20 of 2016 concerning Trademarks and Geographical Indications. In more detail, the act violates the Criminal Provisions of Article 100, Article 101 and Article 102. While the use of a trademark is without rights, it can be sued based on an act of violating the law in accordance with Article 1365 of the Civil Code. Administratively, it can be reviewed based on related laws, for example, in online transactions referring to Law Number 11 of 2008 concerning Electronic Information and Transactions. 2) Obstacles in legal protection against counterfeit goods dealers are a) Violation of counterfeiting goods constitutes a complaint offense so that it requires an active role from the brand owner, b) limited information to the public (consumers) on the existence of a trademark registration application. c) Difficulties of trademark rights holders to find the perpetrators of trademark infringement. d) The existence of a lawsuit from the owner of the brand rights will worsen the reputation of the product, e) Awareness of the law and legal culture of the community.

Challenges of implementing extended producer responsibility for plastic-waste management: lessons from India

PurposeIn the transition towards circular economy and sustainable development, effective implementation of extended producer responsibility (EPR) legislation is crucial to prevent plastic-waste generation and promote recycling activities. The purpose of this study is to undertake a qualitative analysis to examine recent EPR policy changes, implementation, barriers and enabling conditions.Design/methodology/approachIn-depth interviews and group discussions with key stakeholders were undertaken to derive the barriers and facilitators of EPR implementation. Based on opinions and insights from a wide range of participants, this study identified a number of key issues faced by various parties in implementing EPR in India.FindingsStakeholders agree on a lack of clarity on various policy aspects, such as mandatory approval of urban local bodies, registration of recyclers/waste processors and consistency in the definition of technical terms. This paper provides useful policy inputs to address these challenges and to develop comprehensive EPR policy systems. More consultation and deliberation across various stakeholders is required to ensure the policies are effective.Practical implicationsIndia’s plastic-waste generation has increased at a rapid pace over the past five years and is expected to grow at a higher rate in the future. This research provides implications for policymakers to formulate coherent policies that align with the interests of brand owners and recyclers. Clear policy suggestions and improvements for effective plastic-waste management in India are also outlined.Originality/valueThis paper, based on a qualitative approach, contributes to research on plastic-waste management by integrating the perspectives of all EPR-policy stakeholders in India.

Research on the Sales Strategy of Online Brand Owners Expanding to Offline Channels Based on The Online Agent Mode

This paper studies the supply chain system composed of online brand owners based on pure network sales to offline expansion, takes the single network channel model, establishes two dual-channel structure models of offline direct selling model and offline distribution model, and compares and analyzes the influence of different channel structures on the pricing, demand and optimal profit of supply chain members. Research shows that online brands in the offline sales development strategy choice and open offline stores fixed cost and consumer channel preference, when open offline stores fixed cost is very low, or when the fixed cost centered and consumer offline channel preference over a certain threshold, the optimal strategy for offline direct sales model, otherwise for offline distribution model. In order to improve the cooperation efficiency of the supply chain members in the offline distribution model, a bilateral contract mechanism is designed to coordinate the supply chain. When the fixed transfer payment fee is within a certain range, the mechanism can optimize the members of the supply chain and the overall profit.

Defining Place Branding through Local and National Identity and National Stereotypes

From a communication perspective, it can be considered that the identity of a brand is defined by the one who transmits the message, while the image of it is the actual image developed in the mind of the receiver. Brand identity is how the brand owner wants it to be perceived, but on the other hand, brand image is how the brand is perceived. The present study highlights some of the structures associated with brands and places, clarifying, from a theoretical point of view, the two important characteristics related to the universe of brands, namely identity, and image. These are analyzed from the perspective of the conditioning of places, through identity (e.g., local, national) and national stereotypes (with various connotations on the image of the respective place).

Halal supply chain: a bibliometric analysis

PurposeThis paper aims to study research performance in halal supply chains. This study identifies the leading scholars, research themes and leading journals.Design/methodology/approachThis study adopts the bibliometric method. A total of 228 research publications indexed by Scopus were analysed. The export data are then processed and analysed using the R Biblioshiny application program to find out the bibliometric map of the halal supply chain.FindingsResearch in halal supply chain has experienced fast growth since 2016, dominated by food-centric research by Malaysian universities. Research gaps are topics: halal procurement, halal clusters and halal value chain; industry: non-food; and countries: beyond Malaysia. Future expected halal supply chain trending research areas are: halal blockchains, halal supply chain management, halal performance, halal risk management and sustainability in halal supply chains.Research limitations/implicationsThis research paper adopts a bibliometric method based on English publications on the halal supply chain theme from the Scopus database collected on November 1, 2021. Publications in local languages, as well as publications in non-academic journals, are being ignored in this research.Practical implicationsThis study shows that halal supply chain management is an emerging requirement, is complex to manage for brand owners and needs new concepts and tools for halal industries to embrace a halal supply chain and value chain approach.Originality/valueThis study provides an objective evaluation of the research progress in halal supply chains; this study highlights the achievements and the research gaps and discusses the contribution to the scientific community.

The role of blockchain technology in the dual-channel supply chain dominated by a brand owner

Counterfeit and low-quality products pose huge challenges to brand owners. Consumer trust in brands requires facilitation from product information disclosure. A traceability system enabled by blockchain technology (BCT) presents one of the most promising solutions to these issues and contributes to two effects: total market potential improvement (TMPI) effect and market share adjustment (MSA) effect. As an initial attempt to consider the impacts of BCT on market share, we focus on whether the powerful brand owner in a dual-channel supply chain should adopt BCT. Specifically, we consider two scenarios: without BCT adoption (Scenario N) and with BCT adoption (Scenario B). By modeling the two effects, this study investigates the impact of BCT on equilibrium strategies and the boundary conditions under which the brand owner is motivated to implement BCT. Our analysis indicates that the adoption of BCT is always beneficial to the retailer, which creates a “free-rider” problem. However, the brand owner does not always benefit from BCT adoption. The brand owner should adopt BCT when the MSA effect is small and the retailer's market share in Scenario B exceeds a certain threshold, even if there is no TMPI effect. Otherwise, it is wise for the brand owner to adopt BCT only when the TMPI effect is sufficiently large. Interestingly, we also find that the MSA effect plays a role in alleviating channel conflict and partially coordinating the dual-channel supply chain. The results provide managerial insights into whether brand owners should adopt BCT to improve product traceability.

Influencer’s Trustworthiness for Car Purchase

Determine the effect of trustworthiness, customer participation behaviour, customer citizenship behaviour, and expected brand value towards purchase intention in high involvement product. This research uses purposive sampling, quantitative approach and SEM-PLS method with the Smart-PLS version 4 software. All direct effects are proven as significant and affective, except for trustworthiness effect against customer participation behaviour, and customer participation behaviour against brand expected value. All mediation effects are not significant, except for expected brand value’s mediation variables which mediate trustworthiness with purchase intention. There is no moderation effect by para-social relationship between neither trustworthiness and customer participation behaviour, nor trustworthiness and customer citizenship behaviour. Novelty of this research can be found in the research object itself, which is influencer's influence on products' high involvement with independent trustworthiness as variable, where automotive influencer is used as research object. Moreover, this research is conducted in a different country than previous research. Building trust is one of the most important things in ensuring the success of customer citizenship behavior, by giving key updates via various social media or brand influencer. Brand owners could also increase their own involvement in exploring social media, one of the examples is by doing campaign to communicate and interact with customers, reviews, comments, and votes. Brand owners could also consider whether Fitra Eri is the most suitable automotive influencer to promote their brand, in accordance with their objectives. The conclusions taken from the research in another countries, cultures, or influencers cannot be generalized. Followers’ intention of following the influencer is not necessarily related with their purchase intention.

Does Dual Quality of Products in the European Union Truly Bother Consumers?

Dual quality is a situation when a company places its products on international markets under the same brand and in identical or very similar packaging but with different composition or different quality. This has the greatest impact on the satisfaction of consumers, who may feel inferior if they receive lower quality than abroad. Several comparative tests were carried out in Europe, which showed that dual quality exists in the EU, although it was not confirmed that there were always better products in Western Europe. Testing bodies, national politicians, the European Commission, manufacturers and distributors, and consumers abroad also commented on the topic. Several countries conducted research on consumer opinions on dual quality, but similar research was lacking in Slovakia. For a long time, there was also a lack of a solution to this situation, as manufacturers defended themselves by saying that they were only fulfilling the demands of consumers. The main aim of this paper is to examine consumers’ opinions on dual product quality and to identify a solution to this problem that meets their requirements. The analysis of the opinions of consumers in the Slovak Republic was based on the results of primary research conducted on a sample of 987 respondents. The general methodology established by the European Union served as a guideline for formulating proposals for solving the problem of dual quality of goods in the EU, which was adapted to the conditions of the Slovak Republic in accordance with the opinions of Slovak consumers. The main proposal is the establishment of the Slovak Trade Inspection (STI) as the main body responsible for solving the issue of dual quality in Slovakia. STI is supposed to be responsible for receiving and processing suggestions in case of suspicion of dual quality, coordination in ensuring product testing and communication with brand owners. Another important proposal is the intensification of communication with brand owners and the creation of more space for their expression in the event that dual quality offered by them is discovered. As part of testing the use of dual quality as an unfair practice, the prices of the affected products in individual countries should also be investigated.

Cardboard Eco-Bundle as an Alternative for Collation Shrink Film

Due to increasing pressure on brand owners and distributors to avoid single use plastics such as plastic bundle packaging, a new bundle packaging that consists of corrugated board only, has been designed. Obviously this new packaging should equally enable transportability. This study compares the transportability of bundles using corrugated board on the one hand and bundles using plastic collation shrink film on the other. In particular, the resistance to varying horizontal inertial forces is compared experimentally. All tested bundle packagings of corrugated board perform well above expectations and significantly better than shrink film packaging. All additional requirements regarding marketing, durability, consumer convenience, …are met.

Experience branding in theory and practice. Case study

Purpose: Presenting the essence of modern experience branding (as a result of the available studies and original research), giving an example of marketing tools, methods, and procedures used for Milka experience branding, and to develop recommendations for the interested marketers. Design/methodology/approach: analysis of secondary sources of information, case study of a selected global brand from the food sector for which broad marketing activities creating its market capital are carried out with prosumer engagement, and participant observation of their selected projects combined with result analysis. Findings: Marketing ways of impacting (under the analysed brand) stakeholder experiences, taking into consideration contemporary trends and market conditions through the available communication channels and its social media profiles. Research limitations/implications: The paper was based on literature studies and a case study of a global brand from the food sector. The research problem addressed should be analysed based on a larger number of brands. Moreover, in the next project, opinion surveys among representatives of the brand community of the analysed brand and its key stakeholders are planned for the purpose of personalisation of the brand-related experiences. Practical implications: Implementation – with customer engagement – of diverse branded marketing activities, such as: raising awareness of the importance of sustainable activities in all the processes of the brand owner, selection of the right components for the brand’s products, educating about a healthy diet, providing opportunities for entertainment, education, and fun, engaging the interested parties and personification of activities, adjusting activities to the conditions, and building a real and virtual community. Social implications: Research shows that branding activities/actions/campaigns do impact customer behaviours, their experiences, attitudes, engagement, changes in the ways of buying and using the brand’s products, marketer practices, and – consequently – the entire society and natural environment. They also lead to the promotion – under the brand and with the engagement of its stakeholders – of a sustainable approach to resource management and undertaking projects in line with the 2030 Agenda and recommendations of the ESG directive. Originality/value: It is the first study of this type (at least in the Polish market) regarding the impact of methodical branding activities on the experiences of the brand’s key stakeholders and the resulting practical implications (social, economic, environmental, and managerial). Keywords: experience branding, sustainable practices, brand projects and campaigns, marketing ways of creating brand-related experiences, case study. Category of the paper: research paper.

Research on Brand Marketing Strategy on Tik Tok Short Video Platform

In the current market economy environment, in order to expand their influence in the market, enterprises have transmitted brand information to consumers through the Internet and other channels. How to do a good job in the promotion and dissemination of brand products, so as to quickly occupy a larger market share, has become a problem that major brand owners must consider, and the emergence of mobile short videos provides new ideas for enterprises to carry out brand marketing. We will focus on the brand marketing of Tik Tok short video network platform, and specifically study the brand marketing characteristics and brand marketing strategies, and strive to effectively play the resource advantages of Tik Tok short video network platform,so as to increase the flow of enterprise brand promotion and lay a good foundation for the development of enterprise brand.

How is Brand Loyalty Influenced by Brand Association of Reference Groups and Advertisement Informativeness Through Self-Brand Connection?

Consumers’ loyalty to a brand has become a big challenge for organizations worldwide. The challenge lies in understanding how consumers form self-connection with brands. Brand association of reference groups and advertisement informativeness are among the various ways through which self-brand connection is formed. This empirical study investigates first the relationship between brand association of reference groups and advertisement informativeness with self-brand connection, and second the mediational role of self-brand connection in relationships of brand association of reference groups and advertisement informativeness with brand loyalty. The study’s population comprised all car brand owners residing in the Kingdom of Saudi Arabia. The sampling method employed is snowball sampling through which 339 responses were collected from car owners residing in two regions of Saudi Arabia. structural equation modeling was employed to test the study hypotheses. Results of the study showed both brand association of reference groups and advertisement informativeness holding statistically significant positive relationships with the self-brand connection. The self-brand connection was also reported as significantly and positively related to brand loyalty. Full mediation of self-brand connection was reported in the relationship of brand association of reference groups and advertisement informativeness with brand loyalty.

Settlement of Brand Rights Disputes Through the Commercial Court in Indonesia: Study of Surabaya Court Decision

Brands play a significant role in economic development because they help consumers identify the origin of a product or service. Brand ownership is acknowledged at the time of brand registration with the Directorate General of Intellectual Property. The first prerequisite for registering a brand is ensuring that it possesses all of its attributes. Therefore, some characteristics distinguish it from other brands. Despite these regulations, brand infringements still occur. One of them is the disagreement between PT. Gudang Garan and PT. Gudang Baru, whose brands are comparable. Therefore, a study on Indonesian law enforcement in resolving brand issues is required. The current study employed normative legal research and normative juridical methodologies. Using descriptive qualitative data analysis, the study focused on laws and regulations. The Surabaya Commercial Court determined, based on a dispute between PT. Gudang Garan and PT Gudang Baru, that PT. Gudang Baru breached Article 21 Paragraph 1 of Law No. 20 of 2016, declaring the Gudang Baru brand comparable to the well-known Gudang Garan brand. As a result, the Gudang Baru brand was revoked, and to ensure a deterrent effect, DGKI ordered any application for registration of a brand that resembles PT. Gudang Garan be denied.