[雙語翻譯]vi視覺識(shí)別外文翻譯--企業(yè)品牌管理中的視覺識(shí)別和知識(shí)產(chǎn)權(quán)（英文）

1、 Proceedings of the Conference on Corporate Communication 2010 122Visual Identity and IPRs in Corporate Brand Management Pia Hurmelinna- Laukkanen, Professor, Department of International Business Mari Juntunen K

2、nox and Bickerton 2003). Corporate branding is defined as “a systematically planned and implemented process of creating , Hurmelinna-Laukkanen, P., Juntunen, M. CVI can be viewed as an important strategi

3、c instrument within corporate communication and needs to be managed on a structural basis, to be internalized by the employees and to be harmonized with future organizational developments. (Va

4、n den Bosch et al. 2006). CVI is seen as one of the cornerstones of the corporate brand, and should IPR issues as well. In particular, the tangible nature of CVI allows utilization of su

5、ch protection mechanisms, and also makes it relevant. Intellectual Property Rights The protection of the corporate brand is an essential part of brand management (Moore 2003). The uniqueness and

6、inimitability are of central importance for a successful brand, and these can be enhanced by relying on IPRs, for example, especially when tangible, and consequently relatively easily imitable featur

7、es are of concern. Already a quick glance at the different IPRs shows this. In intellectual property legislation (which is to a large extent internationally harmonized, although some national

8、 differences still exist), a trademark is a unique identifier defined as a word, letter, symbol (logo), number, colour, shape (or, where the legislation of the country allows, sound or smell;

9、 the trademark always has to be presentable graphically), or a combination of one or more of these. Once a trademark is registered, the ®- symbol may be legally used with the trademark

10、, and the owner has the exclusive right in the defined territory (country where the right was granted, or all EU countries if a Community trademark has been granted) to use it for any go

11、ods or services for which the trademark is registered (i.e., product and service classes need to be considered; trademark right can only be enforced in such areas where it is registered, wh

12、ich means that if, for example, a trademark for shampoo is registered in class 3 (cosmetics and cleaning preparations, the same trademark may be registered by someone else in another class)

13、 (Florek and Insch 2008). A registered trademark remains legitimate and valid over time as long as it is renewed and/or used, and during this time, owners can assign or license the trademar

14、k. Alternatively, trademark protection can be established through active use and making the trademark known among customers. In this case, TM- symbol may be utilized. Trade names are similar to

15、 trademarks: Whereas the role of trademarks is to differentiate and separate the products and services of a firm from the products and services of some other company, trade names need to do

16、 this at organization level. However, only the name gets protection, and the form that it is in (e.g., font) needs to be covered with other means. Copyright, for its part, covers original

17、 and creative creations (works of art). It is most commonly connected to different kinds of writings, music, or pictures, but it can also be a useful means of protection for short slogans

18、or other expressions that are connected to the corporate brand. Only the actual expressions, not the idea behind them, are protected. Copyright is readily available since it does not require

19、 any registration. However, it only provides protection against copying and imitation, and if someone independently creates something similar, the copyright owner cannot really prevent use of th