Non-Traditional brands: New perspectives and old challenges

Abstract

This article aims to analyze the development and treatment of non-traditional trademarks in different countries by using a comparative study method and a documentary technique. Thus, identifying the common motives and difficulties for their full use as a trademark. This is relevant to studying the different criteria that have been found and choosing the most appropriate and practical ones to reinforce their use in Ecuador.

KEYWORDS: Trademarks, non-traditional trademarks, graphic representation, functionality

JEL CODE / CLASIFICACIÓN JEL: O34, L24