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Essay from the year 2010 in the subject Business economics - Offline Marketing and Online Marketing, , language: English, abstract: Legal handling of service brands Although a great deal has already been done towards the standardisation of brand legislation, brand legislation itself (thereupon results in the protection of trademarks) is part of the legal system of a country, and as such is a national matter. It applies across national borders, that companies deal with the brand guideline aspects more and more and approve of international dimensions, but notwithstanding must make every legal declaration in matters of brand legislation from the perspective of a concrete legal system. This article is written from the perspective of Swiss law. Whenever the description, “national” or “international” is used, whatever the definition of open concepts is; is carried out from a Swiss perspective.