Bad Sports- Has Olympic Brand Protection Gone Too Far-
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Bad Sports- Has Olympic Brand Protection Gone Too Far-
South Carolina Journal of International Law and BusinessVolume 9Issue 2 SpringArticle 72013Bad Sports: Has Olympic Brand Protection Gone Too Far?Danie Bad Sports- Has Olympic Brand Protection Gone Too Far-el A. CraigL'/utvrirtv af South Carolina School of LawFollow this and additional works at: https://scholarcommons.sc.edu/scjilb& Part of the International Law CommonsRecommended CitationCraig, Daniel A. (2013) ’Bad Sports: Has Olympic Brand Protection Gone Too Far?,’ Sontir Csiroiilid Journal <1/Int Bad Sports- Has Olympic Brand Protection Gone Too Far-tnwfiorw? Law and Bufineu: Vol. 9: tss. 2, Article 7.Available at: https://schoUrconimons.sc.edn/scjilb/vol9/tss2/7This Article Is brought to you by tBad Sports- Has Olympic Brand Protection Gone Too Far-
he Lne Reviews and Journals at Scholar Commons. It has been accepted for inclusion in South Carolina Journal of International Law aix) Business by an South Carolina Journal of International Law and BusinessVolume 9Issue 2 SpringArticle 72013Bad Sports: Has Olympic Brand Protection Gone Too Far?Danie Bad Sports- Has Olympic Brand Protection Gone Too Far-Daniel A. Craig*I. INTRODUCTIONThe Olympic lings are one of the most widely recognized symbols in the world, and "evidence shows that only certain religious symbols are more widely recognized around the world than the logo of the five inter laced lings."1 The interlaced rings "represent the union of Bad Sports- Has Olympic Brand Protection Gone Too Far- the five continents and the meeting of athletes horn throughout the world at the Olympic Games "-' The Olympic brand is extremely valuable, thus protBad Sports- Has Olympic Brand Protection Gone Too Far-
ection of that brand lias become much stricter 111 recent years According to a study by Brand Finance.- the Olympic brand is the second most valuable South Carolina Journal of International Law and BusinessVolume 9Issue 2 SpringArticle 72013Bad Sports: Has Olympic Brand Protection Gone Too Far?Danie Bad Sports- Has Olympic Brand Protection Gone Too Far-mcrcasc since the Beijing Olympic Ganics 111 2008 (where It was♦ J.D.. University of South Caiolứia School of Law. 2013. B.s. in Business Administration. University of South Carolina. 20101Alexandre Miguel Mestre. T.M.C. Asser Instituut. The Law of the Olympic Games 85 (2009).2Int‘1 Olympic Comm.. O Bad Sports- Has Olympic Brand Protection Gone Too Far-lympic Charter, pmbl., July 8. 2011 [hereinafter Olympic Charter], available at http: WWW Olympic orgDocum ents.olympiC_chaiiei_en.pdf: jee aha Int'lBad Sports- Has Olympic Brand Protection Gone Too Far-
Olympic Comm.. Olympic Marks and Imagery Usage Handbook. 7-11 (199") [hereinafter OLYMPIC Marks Handbook].3Biand Finance "is the world’s leading brandSouth Carolina Journal of International Law and BusinessVolume 9Issue 2 SpringArticle 72013Bad Sports: Has Olympic Brand Protection Gone Too Far?Danie Bad Sports- Has Olympic Brand Protection Gone Too Far-ted Apr. 16, 2013).James Bakei et al.. Brand Finance Pic values The Ohmpscs Brand a: USD S47Õ Mhon. BRAND finance, 1 (2012), http-.' brandfinance com images uploadbiand_fmance_olympics_preis_release_2012.pdf; see oho Sonia Poulton. ĨGÍ. Prime Mmister. London 2012 will Generate Billions in Profit. Bl Bad Sports- Has Olympic Brand Protection Gone Too Far-it for Business. no: People. DailyMae. (July 12, 2012), http:6Www.dailymail.co. uk debate aitkle-2172626 London-2012-01ympicv-genetate-billions-piofitBad Sports- Has Olympic Brand Protection Gone Too Far-
-Piime-Ministcr-But-bi»incss-pcoplc.html=ixzz2BpXOgVc9 ("According to the Prune Minister's calculations, the [2012 London Olympic] games are likely toSouth Carolina Journal of International Law and BusinessVolume 9Issue 2 SpringArticle 72013Bad Sports: Has Olympic Brand Protection Gone Too Far?Danie Bad Sports- Has Olympic Brand Protection Gone Too Far-2valued at USD $25.4 billion).”1 This remarkable increase over the last four years demonstrates the value of the Olympic brand and why lite International Olympic Committee (IOC) seeks such strict enforcement of brand protection regulations. I his article discusses how recent increases in Olympic tra Bad Sports- Has Olympic Brand Protection Gone Too Far-demark and brand enforcement arc actually harming the value of the brand, rather than protecting it. Since the zoos Olympic Summer (fames in Beijing,Bad Sports- Has Olympic Brand Protection Gone Too Far-
enforcement has Steadily increased each year. China arguably used the 2008 Games and the protections associated with the Olympic brand to jumpstart inSouth Carolina Journal of International Law and BusinessVolume 9Issue 2 SpringArticle 72013Bad Sports: Has Olympic Brand Protection Gone Too Far?Danie Bad Sports- Has Olympic Brand Protection Gone Too Far- Over-enforcement continued during the next two Olympic Games and will likely continue in the future.Tills article also explores how trademark and brand enforcement in selected countries is accomplished, especially since the Olympic mark is a uniquely multi-national mark This article presides a surv Bad Sports- Has Olympic Brand Protection Gone Too Far-ey of the Olympic mark statutes in nine countries, each of which has been a host of recent Olympic Games or will host in the ftitiue. Australia (SydneBad Sports- Has Olympic Brand Protection Gone Too Far-
y, host of the 2000 Summer Games), the United States (Salt Lake City', host of the 2002 Winter Games). Greece (Athens, host of the 2004 Summer Gaines)South Carolina Journal of International Law and BusinessVolume 9Issue 2 SpringArticle 72013Bad Sports: Has Olympic Brand Protection Gone Too Far?Danie Bad Sports- Has Olympic Brand Protection Gone Too Far- United Kingdom (London, host of the 2012 Summer Ganics). Russia (Sochi, filtiue liost of the 2014 Winter Games). and Brazil (Rio de Janeiro, fliture host of the 2016 Summer Games). This article further considers specific examples of brand enforcement taking place within some of the above countries. Bad Sports- Has Olympic Brand Protection Gone Too Far- Based upon the ttends m Olympic trademark enforcement, three distinct time periods have emerged: the prc-Beijing years, the suong enforcement years,Bad Sports- Has Olympic Brand Protection Gone Too Far-
and the Olympic Games of the future. The discussion of the above countries will he considered dining these three periods.Overall, brand enforcement apSouth Carolina Journal of International Law and BusinessVolume 9Issue 2 SpringArticle 72013Bad Sports: Has Olympic Brand Protection Gone Too Far?Danie Bad Sports- Has Olympic Brand Protection Gone Too Far-ng. Note. G?vr?r Olympics -V lha .Vforl, 27 IXSY. I .A. frrr’T & Comp. I.. R_\ .291 (Spring 2005).’ Id.https://khothuvien.cori!2013]Bad SPORTS: Has OLYMPIC377Brand Protection Gone too F.ar?National Olympic Committees (NOCs).8 and the NOCs even Bad Sports- Has Olympic Brand Protection Gone Too Far- seek injunctions against individuals and non-profit organizations that do not seek significant monetary' gain from use of the Olympic symbol. This arBad Sports- Has Olympic Brand Protection Gone Too Far-
ticle argues that over-enforcement is hurting the brand, because strict enforcement against companies who are using the Olympic brand or rings withoutSouth Carolina Journal of International Law and BusinessVolume 9Issue 2 SpringArticle 72013Bad Sports: Has Olympic Brand Protection Gone Too Far?Danie Bad Sports- Has Olympic Brand Protection Gone Too Far-lympics, winch according to the Olympic Charter include "Cieat[ing] a way of life based on the joy of effort [and] the educational value of good example"’ while also •promoting a peaceful society concerned with the preservation of human dignity."1® Many of the examples of overenforcement below stem Bad Sports- Has Olympic Brand Protection Gone Too Far-fai from the ideal of “promoting a peacefill society'. 1South Carolina Journal of International Law and BusinessVolume 9Issue 2 SpringArticle 72013Bad Sports: Has Olympic Brand Protection Gone Too Far?DanieSouth Carolina Journal of International Law and BusinessVolume 9Issue 2 SpringArticle 72013Bad Sports: Has Olympic Brand Protection Gone Too Far?DanieGọi ngay
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