브랜드경영과 상표권, 브랜드는 현대사회의 화두중의 하나로서 기업에 있어 브랜드경영은 선택요소가 아닌 필수요소이기에 기업의 브랜드경영과 그 상표권의 연구는 실질적인 법정책과 제도의 형성에 기여할 것이다.브랜드경영은 현대 기업경영의 지향점으로 모든 기업의 상품과 서비스개발 그리고 홍보판매 등 마케팅의 전 과정이 브랜드관리를 주축으로 전개되고 있으며, 기업체의 구조도 기존의 마케팅부서에서 브랜드매니저조직으로 재편되어 브랜드가 기업경영의 중심으로 자리 잡고 있다. 그러나 브랜드에 관한 사회적 수요와 발전에도 불구하고 학문적 토대와 법제도적인 정비 그리고 사회 일반의 인식은 아직 개념조차 체계화되지 않은 황무지이다. 우리나라에서의 브랜드경영의 정착은 브랜드경영=지식경영, 지식재산권과 산업재산권 그리고 상표권이라는 이해가 선행됨으로써 이루어질 수 있을 것이므로 브랜드경영과 지식재산권, 상표권을 중심으로 21세기 지식사회에서의 지식경영을 위한 올바른 제도의 정립과 활용을 기한다.

Brand Management and Trademark Right The theme of this study is brand management and trademark right. Brand has become one of major concerns in a modern society and the brand management of a corporate has also become not an optional factor but an indispensable one. Accordingly, this study aims at contributing to setting up the practical legal policy and systematic formation by dealing with the brand management of a corporate and trademark right accompanying it. Brand management as a major pursuit of modern company mainly covers the whole marketing process such as the development of goods & service and publicity & sales, on the basis of it. Also, as the stucture of corporate is rearranged to a brand management one from a marketing department, a brand tend to be put an emphasis on as the core of corporate management. However, in spite of this social demand for brand and development, the legal system for accademic foundation and even the general recognition of concept are not systematized yet. Accordingly, the brand management in our country can be settled, when the general recognition of brand management & intellectual management, intellectual property right & industry property right, and trademark property is done. The objective of this study is to be helpful for setting up the desirable system and application directions for the intellectual management of the 21c intellectual society, on the basis of brand management, intellectual property right, and trademark right.

Brand Management and Trademark Right The theme of this study is brand management and trademark right. Brand has become one of major concerns in a modern society and the brand management of a corporate has also become not an optional factor but an indispensable one. Accordingly, this study aims at contributing to setting up the practical legal policy and systematic formation by dealing with the brand management of a corporate and trademark right accompanying it. Brand management as a major pursuit of modern company mainly covers the whole marketing process such as the development of goods & service and publicity & sales, on the basis of it. Also, as the stucture of corporate is rearranged to a brand management one from a marketing department, a brand tend to be put an emphasis on as the core of corporate management. However, in spite of this social demand for brand and development, the legal system for accademic foundation and even the general recognition of concept are not systematized yet. Accordingly, the brand management in our country can be settled, when the general recognition of brand management & intellectual management, intellectual property right & industry property right, and trademark property is done. The objective of this study is to be helpful for setting up the desirable system and application directions for the intellectual management of the 21c intellectual society, on the basis of brand management, intellectual property right, and trademark right.

Brand Management, Trademark Right, Trademark Management, Brand Insurance