在元世界中为体育品牌解决新出现的商标问题

Suji Kim, John Grady, Khalid Ballouli
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引用次数: 0

摘要

本文旨在从法律和市场营销的角度,综合探讨在元宇宙中运营的体育组织即将面临的商标挑战和机遇。设计/方法/途径本文以法律评论的形式,探讨了当前的法律框架,尤其是商标方面的法律框架需要如何转型,才能在元宇宙中出现的虚拟市场中为体育品牌提供强有力的保护。研究结果我们的分析表明,传统的商标法律框架往往不足以应对元宇宙带来的独特挑战,如虚拟商品的复制问题和品牌内容的全球可访问性。研究结果表明,体育组织必须采取积极主动的策略,在这些广阔的数字环境中有效监督和实施其商标权。此外,立法机构可能需要考虑专门针对数字领域商标保护的复杂性进行改革或制定新的法规,以防止体育品牌被稀释和滥用。原创性/价值鉴于与基于元宇宙的商标相关的法律和品牌问题,本文致力于研究在元宇宙的虚拟市场中加强体育品牌保护所需的法律原则和基础。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Navigating emerging trademarks issues for sport brands in the metaverse

Purpose

This paper aims to provide an integrated legal and marketing perspective on the imminent trademark challenges and opportunities for sports organizations operating in the metaverse.

Design/methodology/approach

The approach is a legal commentary that explores the ways in which the current legal framework, especially in the context of trademarks, might need to transform to offer robust protection for sports brands in the virtual marketplaces emerging within the metaverse.

Findings

Our analysis reveals that the traditional legal frameworks for trademarks are often inadequate to address the unique challenges posted by the metaverse, such as the issue of virtual goods replication and the global accessibility of branded content. The findings indicate that sport organizations must adopt proactive strategies to monitor and enforce their trademark rights effectively within these expansive digital environments. Moreover, legislative bodies may need to consider reforms or new regulations specifically tailored to the complexities of trademark protection in the digital realm to prevent dilution and misuse of sport brands.

Originality/value

In light of legal and branding issues related to metaverse-based trademarks, this paper is dedicated to examining the legal principles and foundations necessary to enhance the protection of sports brands within the virtual marketplace of the metaverse.

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