Purpose

The purpose of this paper is to describe and analyze an unusual legal development concerning brand protection in Thailand. The case study elucidates many key concepts in brand management and the political economy of Thailand.

Design/methodology/approach

A case study approach is adopted, in which a chronology of key events surrounding a supreme court decision are developed. An analysis of the causes and consequences of the verdict is presented drawing on inputs from legal and business experts.

Findings

The decision at the center of this case is ground breaking. Unlike conventional infringement decisions that are based on tangible designs of products, this case established protection of a brand image based on advertisements aired on television. It is argued that the decision went too far in the protection of trade dress and may potentially limit freedom and creativity for future marketing campaigns.

Practical implications

Intellectual property protection in developing economies such as in Thailand can be complicated by a lack of clear laws and the political and social influence of the parties involved.

Originality/value

The case provides the first analysis of a potentially consequential supreme court decision with links to the unique context of the political economy of Thailand.

中文翻译：

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案例研究——泰国复印纸业务的商业外观和品牌保护

目的

本文的目的是描述和分析泰国有关品牌保护的不寻常的法律发展。该案例研究阐明了品牌管理和泰国政治经济中的许多关键概念。

设计/方法/方法

采用案例研究方法，其中制定了围绕最高法院裁决的关键事件的年表。根据法律和商业专家的意见，对判决的原因和后果进行了分析。

发现

本案中心的决定是开创性的。与传统的基于产品有形设计的侵权判决不同，本案建立了基于电视广告的品牌形象保护。有人认为，该决定在保护商业外观方面走得太远，可能会限制未来营销活动的自由和创造力。

实际影响

由于缺乏明确的法律以及相关各方的政治和社会影响，泰国等发展中经济体的知识产权保护可能会变得复杂。

原创性/价值

该案件首次分析了一项可能具有重大影响的最高法院判决，并与泰国政治经济的独特背景相关联。