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Trade Dress relativi ai marchi privati

Trade Dress relativi ai marchi privati

Thiago Bertoldo

79,28 €
IVA incluido
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2025
Materia
Ventas y marketing
ISBN:
9786208766351
79,28 €
IVA incluido
Disponible

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Sobre IBD

L’obiettivo di questo libro è analizzare il trade dress di un particolare marchio privato rispetto ai suoi principali concorrenti, esaminando gli aspetti della ripetizione e dell’innovazione nell’uso degli elementi grafici. L’obiettivo è anche quello di verificare se questo marchio, utilizzando elementi grafici simili a quelli dei marchi leader, possa potenzialmente fornire lo stesso valore aggiunto dei grandi marchi. A tal fine, sono stati selezionati un prodotto a marchio proprio e la sua controparte a marchio leader. Sono state scelte tre categorie di prodotti a marchio proprio e i criteri di analisi si sono basati sui prodotti che presentavano le maggiori variazioni di forma, direzione e materiale. Le analisi si baseranno sulle teorie della comunicazione visiva e su alcuni concetti della semiotica di Charles S. Peirce.

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