Scholarlink

Before examining national brands and private labels in detail, it is necessary to define the overarching concept of a brand. According to Sect. 3, Paragraph 1 of the Trademark Act (MarkenG), a brand may consist of “[…] any signs, in particular words including personal names, images, letters, numbers, sounds, three-dimensional shapes including the shape of goods or their packaging, as well as other presentations including colors and color combinations, that are capable of distinguishing the goods or services of one enterprise from those of other enterprises.” Thus, the MarkenG describes a brand as an object of legal protection.

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

State of the Academic Discussion on the Competition Between National Brands and Private Labels in the Grocery Retail Sector

  • 章节

  • 发表日期：

    2026年

查看全文
  • Philipp Brüggemann

摘要

Before examining national brands and private labels in detail, it is necessary to define the overarching concept of a brand. According to Sect. 3, Paragraph 1 of the Trademark Act (MarkenG), a brand may consist of “[…] any signs, in particular words including personal names, images, letters, numbers, sounds, three-dimensional shapes including the shape of goods or their packaging, as well as other presentations including colors and color combinations, that are capable of distinguishing the goods or services of one enterprise from those of other enterprises.” Thus, the MarkenG describes a brand as an object of legal protection.