This dissertation has been written with the purpose of understanding the entire category of new marketing strategies, which are connected to the usage of interactive company trademark, that employs not only the graphics content but also the different ones. The main topic of this research is the sound trademark, and the aim of the analysis is to establish the right protection measures to be adopted by the businessmen, which interacts for the first time with this type of distinctive mark. An extensive examination has been carried out on the category of the intellectual property, taking particularly into consideration the two contained subcategories, which are known as industrial property and copyright. The research has shown that the granted protection of the copyright includes in its regulation only the musical part of a work, excluding other characteristics of the complete trademark; furthermore, the lack of constitution formalities to be employed to reach an effective full protection makes the trademark more exposed to the risk of plagiarism actions. On the contrary, the law on the industrial property offers a complete protection to the owner of intelligent creations, covering both the graphics component of the mark and the sonic one, thanks to the obligation of constitution formalities, represented by the formal registration of the company sign. When taking into consideration both the law categories and examining the minimum required requisites to receive the protection, most of the early questions achieved exhaustive answers, which facilitate a deepen explanation on the sound trademark authorship and the provision of law on the possible cases of offence against the owner monopoly. In conclusion, today’s law, nationally regulated by the Italian Legislative Decree No. 30/2005 on sound trademarks is a good way to obtain protection against who is committed to use that kind of signs to give an added value to his/her own business.
L’oggetto della dissertazione è il marchio sonoro, e il suo obiettivo è investigare gli strumenti a tutela degli imprenditori che utilizzano questo tipo di segno distintivo. La tesi presenta dunque anzitutto il sound marketing e questa particolare categoria di segni distintivi, e analizza quindi le norme in tema di proprietà intellettuale rilevanti in relazione al marchio sonoro. Esso sono in particolare quelle relative al diritto d’autore e quelle relative al diritto dei marchi. Le prime tutelano tra l’altro l’opera musicale nella sua forma espressiva, ma non rispetto alla sua eventuale capacità di distinguere l’impresa. Le seconde proteggono invece soprattutto la capacità distintiva del segno. La tesi presenta le regole relative all’accesso alla tutela e protezione dei marchi sonori concludendo che la disciplina vigente offre una buona tutela agli imprenditori che intendano ricorrere al sound branding.
Il Sound Branding tra diritto industriale e proprietà intellettuale: utilizzare il suono come marchio di impresa
LILLA, ALLISON
2020/2021
Abstract
This dissertation has been written with the purpose of understanding the entire category of new marketing strategies, which are connected to the usage of interactive company trademark, that employs not only the graphics content but also the different ones. The main topic of this research is the sound trademark, and the aim of the analysis is to establish the right protection measures to be adopted by the businessmen, which interacts for the first time with this type of distinctive mark. An extensive examination has been carried out on the category of the intellectual property, taking particularly into consideration the two contained subcategories, which are known as industrial property and copyright. The research has shown that the granted protection of the copyright includes in its regulation only the musical part of a work, excluding other characteristics of the complete trademark; furthermore, the lack of constitution formalities to be employed to reach an effective full protection makes the trademark more exposed to the risk of plagiarism actions. On the contrary, the law on the industrial property offers a complete protection to the owner of intelligent creations, covering both the graphics component of the mark and the sonic one, thanks to the obligation of constitution formalities, represented by the formal registration of the company sign. When taking into consideration both the law categories and examining the minimum required requisites to receive the protection, most of the early questions achieved exhaustive answers, which facilitate a deepen explanation on the sound trademark authorship and the provision of law on the possible cases of offence against the owner monopoly. In conclusion, today’s law, nationally regulated by the Italian Legislative Decree No. 30/2005 on sound trademarks is a good way to obtain protection against who is committed to use that kind of signs to give an added value to his/her own business.È consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
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https://hdl.handle.net/20.500.14239/1508