L'appréhension des marques non traditionnelles par le droit des maques : approche comparatiste franco-canadienne
|Advisor:||Verville, Sophie; Latreille, Antoine|
|Other Title(s):||Appréhension des marques non traditionnelles par le droit des marques|
|Abstract:||Our master's dissertation focuses on the understanding of non-traditional trademarks in the French and Canadian trademark law system. The objective of this work is to demonstrate that atypical trademarks do not have the place they deserve in French and Canadian trademark law. In the age of new technologies, companies are intensifying their efforts in order to imagine innovative ways to attract new consumers and build their loyalty. Thus, for several years, new kinds of brands have gradually been emerging in the marketing field. Indeed, traditional trademarks, i.e. verbal and figurative trademarks, are progressively giving way to non-traditional trademarks, which require senses other than sight in order to be perceived. Until recently, French and Canadian trademark law did not grant any protection to these new categories of trademarks. However, the adoption of new European and Canadian legislation seems to open a door to the accommodation these atypical brands. Nevertheless, our research shows that the acceptance of non-traditional trademarks may well end up being an illusion, as difficulties remain regarding their acceptance.|
|Document Type:||Mémoire de maîtrise|
|Open Access Date:||3 February 2021|
|Collection:||Thèses et mémoires|
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