[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)

1、4200 英文單詞， 英文單詞，2.3 萬英文字符，中文 萬英文字符，中文 7200 字文獻(xiàn)出處： 文獻(xiàn)出處：Juntunen, Mari, Saila Saraniemi, and Wim JL Elving. “Visual Identity and IPRs in corporate brand management.“ Proceedings of the Conference on Corporate Communicatio

2、n. 2010. 122 - 131Visual Identity and IPRs in Corporate Brand ManagementMari Juntunen Knox and Bickerton 2003). Corporate branding is defined as “a systematically planned and implemented process of creating and maint

3、aining a favourable image and consequently a favourable reputation for the company as a whole by sending signals to all stakeholders and by managing behaviour, communication, and symbolism” (Einwiller and Will, 2002, p.

4、101). Corporate branding has faced increasing interest and the subsequent outputs since the turn of the century (Ahonen, 2008). However, certain areas have been overlooked: The corporate brand is strongly influenced by t

5、he ways its elements are used in the markets (consider, e.g., pro or contra writings and other appearances in the internet), and thus both the uniqueness and the associations made in connection to the brand need to be co

6、ntrolled. The legal protection off the logo, slogans and other CVI elements can – especially in the turbulent environment – play an essential role.Nevertheless, and despite the multidisciplinarity, legal issues, like int

7、ellectual property rights (IPRs), are, as far as we know, seldom discussed in the literature on corporate branding. We argue that IPRs are significant when branding is of concern: they are not just a necessary evil or so

8、me external issue (e.g., Cornelissen and Elving, 2003) that is taken as given, but that they can be used as a strategic tool in branding. After all, IPR issues emerge from the very origins of company establishment, produ

9、ct launches, and the related branding activities. A company that is building Intellectual Property RightsThe protection of the corporate brand is an essential part of brand management (Moore 2003). The uniqueness and ini

10、mitability 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 features are of concern. Alrea

11、dy a quick glance at the different IPRs shows this.In intellectual property legislation (which is to a large extent internationally harmonized, although some national differences still exist), a trademark is a unique ide

12、ntifier defined as a word, letter, symbol (logo), number, colour, shape (or, where the legislation of the country allows, sound or smell; the trademark always has to be presentable graphically), or a combination of one o

13、r more of these. Once a trademark is registered, the ®-symbol may be legally used with the trademark, and the owner has the exclusive right in the defined territory (country where the right was granted, or all EU co

14、untries if a Community trademark has been granted) to use it for any goods or services for which the trademark is registered (i.e., product and service classes need to be considered; trademark right can only be enforced

15、in such areas where it is registered, which 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 anoth

16、er class) (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 trademark. Alternatively, trad

17、emark 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 trademarks: Whereas the role of trademarks is to d

18、ifferentiate and separate the products and services of a firm from the products and services of some other company, trade names need to do this at organization level. However, only the name gets protection, and the form

19、that it is in (e.g., font) needs to be covered with other means.Copyright, for its part, covers original and creative creations (works of art). It is most commonly connected to different kinds of writings, music, or pict

20、ures, but it can also be a useful means of protection for short slogans or other expressions that are connected to the corporate brand. Only the actual expressions, not the idea behind them, are protected. Copyright is r

21、eadily available since it does not require any registration. However, it only provides protection against copying and imitation, and if someone independently creates something similar, the copyright owner cannot really p

22、revent use of the other work. Also the life of copyright is more limited, as it only endures (as a general rule) 70 years after the death of the original copyright holder.Design rights (or model rights), that are provide

23、d for the appearance of a concrete object or a part of it; overall impression of its lines, contours, colours, shape, texture or materials also are limited in terms of duration: A registered design may enjoy prolonged pr

24、otection from copying up to 25 years (The design is registered for 5 years and can be newed four times, for 5 years each time) in EC countries. In addition to national rights, also Community Designs are available.Natural

25、ly, also patent rights and utility model rights (that are also called as “petty patents”) are included in the list of IPRs. Both of these protect inventions that meet the requirements of novelty, inventive step, and tech

26、nical effectiveness, and for both, the duration of the protection is limited in terms of time and geographical scope – like in terms of the actual claims in the patent application.Finally, the legislation aimed at preven