The use of sociological researches in the practice of proving unfair competition: the story of one business-case
Keywords:
brand, trademark, sociological expertise of trademarks, similarity to the degree of confusion, protection from unfair competition, quantitative research, sociological surveyAbstract
On the example of a particular business-case, the possibilities of quantitative sociological researches in developing an evidence base for the protection against unfair competition are demonstrated. The methodological approach used in carrying out a sociological expertise of the similarity of trademarks, that based on a study of the respondents’ perception of similarities in general, despite the private differences, is described. The logic of carrying out a sociological expertise of similarity, which consists in determining the degree of fame, revealing the similarity factors and modeling real and projective situations, is disclosed. The failure of the research approach based on the search for differences in the details by the respondent when conducting a sociological expertise of trademarks is shown.
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