Examinando por Materia "Marcas"

Mostrando 1 - 9 de 9
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    El Derecho de la moda y su evolución en Colombia. Los retos legales que se derivan de la aplicación del Derecho de la moda en Colombia
    (Universidad EAFIT, 2022) Delgado Ramírez, María Paula; Duque Duque, Susana; Vélez Villegas, Juan Esteban
    The fashion industry is one of the largest in the world. However, this sector has been affected by the absence of specific legal protections for its form of operation. This situation has created the need in the legal world to modify the existing mechanisms so that they can be better adapted to the requirements of fashion protection, seeking the effective security of creativity, originality, and work in general of the people who work in this environment. In the development of this article, certain key concepts such as "fashion industry", "intellectual property", "copyright and related rights, "industrial property", among others, will be defined to show the challenges faced by the fashion industry for the protection of creative processes of both, large and small designers, within which regulatory gaps and insufficient rules on intellectual property stand out. At the same time, the legal mechanisms that have been implemented at the international level to protect the different designs of clothing, from copyright and related rights to industrial property and its different types of protection such as patents, industrial designs, and trademark registration, will be studied. On the other hand, intellectual property applied to the fashion industry in Colombia and the need to integrate into the legal system special rules known as “fashion law”, that strictly meets the needs of the fashion industry, will be addressed taking into account the legal challenges that this implies. Finally, it will be mentioned which may be the possible solutions to these legal challenges that arise in Colombia, based on international regulations, analyzing their application, status and their suitability to efficiently face such challenges and there for achieve to enhance the benefits that the inclusion of a fashion law represents for the Colombian industry.
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    La estandarización de los procesos creativos en la consolidación del modelo de negocio para Totemu - Agencia de diseño
    (Universidad EAFIT, 2021) Calle Serrano, Sarita; Gómez González, Carolina
    In the creative universe, the formalization of precise processes for the advancement of designs for products, services, and experiences, has been seen in many cases undervalued, mainly because aforetime, design was found as an exclusive and almost introspective ingenious moment of geniuses, along with the fear of considering design as a standardized process spread for many years. Furthermore, a study carried out by C4E Consulting4 compiled in a press release from marketingdirecto.com, highlights that “the fear of «standardizing» creativity constitutes one of the most frequent barriers to training within advertising agencies” (MD, 2005). The exercise of designing can be a creative work of both individual and group character, the latter being the most implemented in agencies or companies dedicated to this. Alejandro Masferrer5 affirms that “the creative process can be an abstract concept causing uncertainty and confusion if it is left undefined. When you co-create as a team, this can result in a mismatch of objectives and difficulty in generating quality ideas” (Masferrer, 2019). With this, the thesis aims to validate those creative processes can be standardized in Totemu, based on methodologies aligned to the business model for design and Branding companies. This agency does not have a consolidated business structure that allows it to grow and strengthen profitably in the long term, for which, through this research, it seeks to adjust its business model, comparatively reviewing agencies in the same sector that are references to replicate and/or validate the processes and structures presented by Branding as a service. To rethink the business model and prototype the standardization strategy of the creative processes that are being developed, it will be necessary to re-evaluate the diagnosis and analysis of the current state of Totemu, to find those opportunities for improvement, based on the problems that this agency currently presents.
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    Metodología para el análisis de la similitud entre marcas mediante técnicas de aprendizaje automático
    (Universidad EAFIT, 2022) Echeverri Calderón, Santiago; Montoya Múnera, Edwin Nelson
    Trademarks consist of the symbols and words that businesses use to identify their products and services. They are often one of the most valuable assets of a company and therefore there are regulations for their registration and protection. When a trademark is registered, it gives its holder the right to prevent third parties from marketing similar products with identical or similar symbols. In trademark registration and protection processes it is necessary to determine the similarity between 2 trademarks to detect potential confusion that may mislead consumers. Traditionally, this similarity has been established through a qualitative human assessment, but given the increasing number of trademarks registration, the need to automate this task is configured. This research evaluates different techniques of Natural Language Processing (NLP), Computer Vision and phonology, applied in the context of trademark matching, to obtain a system of models that can measure visual, spelling, and phonetic similarity between trademarks. The proposed method is evaluated on a dataset of trademark registration oppositions in applications filed with the Colombian Trademark Office (Superintendencia de Industria y Comercio).
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    Propiedad Intelectual
    (Centro Cultural Biblioteca Luis Echavarría Villegas, 2014-09-23) Programa de Formación en Competencias Informacionales COIN
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    Protección de las creaciones culinarias en Colombia : una mirada desde la propiedad intelectual
    (Universidad Eafit, 2020) Villa Siegert, Eliana; Restrepo Soto, Daniel
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    Relaciones de valor de las lovebrands en el sector de la moda en la categoría vestuario
    (Universidad EAFIT, 2021) Benjumea Tabares, Angélica Liliana; Acevedo Mejía, Érika Cristina
    This monograph was oriented to identify the emotional relationships that consumers in Medellin establish with Colombian apparel lovebrands, through a qualitative and exploratory methodology, using in-depth interviews, inquiring from the experiences of the interviewees, based on the three arguments referred by Roberts (2005) for a brand to become a lovebrand: mystery, sensuality and intimacy. As a result of this study, it was determined that these three arguments intervene in the choice of lovebrands and how they can develop positively in the customer's commitment, as well as the value attributes and differentiators that they expect to find within a brand, which play an important role at the time of choice and affect their purchase decision, creating emotional relationships and loyalty. On the other hand, aspects such as product quality, customer service and price must interact with attributes such as comfort, versatility, sensuality, style and elegance that connect the customer with their personality and the brand. This research is recommended to be used as a reference for brand experience designers, and as a contribution to the understanding of the emotional bonds that brands create with consumers and to the improvement of their marketing decisions, applying these findings to their brand context. Finally, through this study, it becomes evident that the continuous construction of the attributes of a lovebrand drives its positioning in the consumer's mind.
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    ¿Son el estoppel y la teoría de los actos propios aplicables en el sistema de propiedad intelectual en Colombia?
    (Universidad EAFIT, 2023) Uribe Rivera, María Valentina; Restrepo Gómez, Miguel; Acosta Sánchez, Juan Felipe
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    Trade Dress regulation : a comparative analysis between The United States and Colombia
    (Universidad EAFIT, 2024) Jiménez Lema, María del Pilar; Rendón Vera, José Santiago
    The present document will, firstly, explain how the United States and Colombia conceptualize Trade Dress, in accordance with their respective national regulations.. Subsequently, it will address how said nations protect Trade Dress. Finally, it will undertake a comparative analysis of both legal systems to determine whether Colombia necessitates the refinement of its legislation in this domain. The selection of the United States as the comparative jurisdiction is based on the premise that this country initially formulated the definition of Trade Dress.