Pixel International Conferences

Subject matter of this article is the new types of trademarks that contribute to the digital competitiveness of the company. Educational and practical aspects of the specific requirements and the protection of the new types of trademarks are presented. One of the main changes both in EU and national trade marks legislative instruments is the elimination of the graphic representation requirement from the definition. Such change lead to accepting new types of trade marks, filed in formats not previously provided for by national or regional systems. Moreover, the change in supply due to the global pandemic has led to greater digital trade, therefore the need for a new representation of trademarks in the digital environment arised. The following trademarks have been examined in the article – position, pattern, colour, sound, motion, multimedia, hologram. How the non-traditional trademarks contribute to the company’s digital competitiveness is also analysed. The above-mentioned educational and practical aspects are presented in the course “Trademarks and Geographical Indications” before students in bachelor’s degree.

Keywords: trademarks, intellectual property rights, digital competitiveness, education.

References:

• European Union Intellectual Property Network, Common communication on the representation of new types of trade marks, 2017