New as a source of information in intelectual property: a look at the subject of brands
DOI:
https://doi.org/10.5007/1518-2924.2009v14n28p135Keywords:
Intellectual property, Business information, Brand, Content Analysis, MarketingAbstract
The aim of this work is to analyse how the media is currently dealing with the subject of brands, specifically in news sites available free on the Internet. By applying the Content Analysis Method, we intend to observe the following hypothesis: news releases do not properly inform the reader of the importance and necessity of registering brands to protect intellectual work. Texts written by journalists taken from the Folha Online and Estadão Online newspaper sites published from July, 2007 to July, 2008 were analysed. As a result of applying the method, it was observed (in a research context) that the hypothesis is true in the case of non-specialist readers in intellectual property as the texts are not able to orientate a layman about the subject. However, it was observed that concerning people who are knowledgeable about the subject, the news is interesting in terms of problems related to not registering a brand and the inappropriate use of the brands. This can be considered as a good source of business information related to the subject.
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Copyright (c) 2009 Ane Aparecida Cerantola, Maria Cristina Comunian Ferraz
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