Use of a personal name as trademark: on the basis of Chopin and Mozart brands

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Published:
Jun 28, 2013
Issue
No. 9(58) (2013)
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Articles
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Barbara Mróz-Gorgoń
Instytut Marketingu, Katedra Podstaw Marketingu, Uniwersytet Ekonomiczny we Wrocławiu

DOI: https://doi.org/10.22630/PEFIM.2013.9.58.28
Keywords : brand, product, strategy, promotion, management
Abstract
Surname of a composer (Chopin and Mozart).The purpose of this article is to show the possibilities of making use of famous composers’ surnames as the brands of products. The conclusions presented in the paper are based on the literature review, a case study and the results of the author’s own research of primary character whose aims was to attempt to identify the recognisability of the brands under analysis and to connect their images with the country of origin of a given artist in consumers’ consciousness.

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How to Cite
Mróz-Gorgoń , B. (2013). Use of a personal name as trademark: on the basis of Chopin and Mozart brands. The Scientific Journal European Policies, Finance and Marketing, (9(58), 328–339. https://doi.org/10.22630/PEFIM.2013.9.58.28
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