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
RESUMENEl artículo tiene como objetivo analizar el desarrollo y tratamiento de las marcas no tradicionales en distintos países empleando un método de estudio comparativo y una técnica documental. Logrando así identificar los motivos y dificultades comunes para su pleno uso como marca, con la finalidad de examinar los distintos criterios empleados y poder escoger los más adecuados y prácticos para reforzar su empleo en el Ecuador.
ABSTRACTThis 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